PENGARUH KUALITAS PELAYANAN, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN MAHASISWA MEMILIH STIESIA SURABAYA

Abstract

This study analyzes whether the effect of service quality, price, and brand image on student decisions to study at STIESIA Surabaya. The used research type is quantitative. The quality of service was measured by tangibles, empathy, responsiveness, reliability, and assurance. Price was measured by affordability, price congruence with quality, and competitiveness with other campuses. Brand image was measured by location, study programs, institutional situation, service, tuition fees, advertising, and entrepreneurship. Based on the student population which is 1288 people, the proposed sampling technique is purposive sampling. The sample size was 96 respondents. Questionnaire data collection is carried out through the Google Form. Then, the analysis method is carried out using the Double Regression Method through software SPSS 26.0. The results obtained are: service quality has a positive-significant effect on student decisions; price has a positive-significant effect on student decisions; brand image has a positive-significant effect on student decisions; and service quality, price, and brand image have a positive-significant effect on student decisions. Based on these four results, it can be concluded that the four hypotheses are correct and acceptable.