Pengaruh Brand Image dan Biaya Pendidikan Terhadap Keputusan untuk Memilih Tempat Kuliah (Studi Kasus pada Mahasiswa Sekolah Tinggi Ilmu Manajemen (STIM) Sukma Medan)
Sari
This research aims to evaluate the influence of brand image and education costs on the decision to choose a place to study at the Sukma Medan College of Management Sciences (STIM). The sample consisted of 88 students from a total population of 610 students. Primary and secondary data were used in this research, with variable instruments that underwent validity and reliability tests. Data analysis uses multiple linear regression, the t-test, and the F-test. The results show that the two variables, namely brand image (X1) and education costs (X2), have a positive influence on students' decisions in choosing the Sukma Medan College of Management (STIM). The regression coefficient value for brand image (X1) is 0.084, while the regression coefficient value for education costs (X2) is 0.321. The correlation coefficient (R) is 0.579. So it can be concluded that brand image and education costs have a positive influence on the decision to choose a place to study at STIM Sukma Medan. Thus, improving brand image and reviewing educational costs are suggested as steps to improve voting decisions.
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DOI: https://doi.org/10.37531/mirai.v8i2.5530
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