PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN MENDAFTAR PROGRAM S1 DI STIESIA SURABAYA (Studi Kasus Pada Mahasiswa STIESIA Surabaya Angkatan 2022)

Abstract

This research aimed to find out the causes of the decline in the number of candidate students of S1 programs registering for the STIESIA Surabaya in the last four years (2019-2022) during the pre and post of pandemic of COVID-19. While there were three variables affected registering decisions of candidate students of S1 programs for STIESIA Surabaya, namely brand image, price, and service quality, The research was quantitative with a causal-comparative as approach. The population was students of STIESIA Surabaya in 2022 consisted of 417 people. Moreover, the data collection technique used non-probability sampling. In line with that, there were 80 people as the sample. Furthermore, the sampling technique used purposive sampling. While the instrument in the sampling technique was questionnaire. The questionnaire was distributed through google forms and shared on WhatsApp Group and private chat. Additionally, the data analysis technique used multiple linear regression s with SPSS 26.0. The research result showed that brand image, price, and service quality had a positive and significant effect on registering decisions. In conclusion, STIESIA Surabaya had to maintain a positive brand image in public. Likely, the tuition should be affordable for all people. In addition, service quality in terms of accreditation had to be maintained and always improved.