PENGARUH PERIKLANAN TERHADAP BRAND AWARENESS DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMILIHAN UNIVERSITAS
| Main Authors: | Gozali, Muhamad Yudha, Ruslim, Tommy Setiawan, Wijaya, Andi |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi
, 2012
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| Subjects: | |
| Online Access: |
http://repository.untar.ac.id/304/1/2363-5126-1-SM.pdf http://repository.untar.ac.id/304/ |
Daftar Isi:
- University as non-profit organization advertise on media in order to attract student. This research try to seek the effect of advertising on brand awareness and it impact on university choices decision by using 300 university student at Jakarta as sample. This research use path analysis methodology by using advertising and brand awareness as exogenous variable and university choices decision as endogenous variable. The result are advertising affect brand awareness significantly, advertisingaffect university chioces decision significantly, brand awareness affect universitychoices decision slgnificantly,adverlislng affect uiversity choices decision significantly and indirectly.