PENTINGNYA CITRA UNIVERSITAS DALAM MEMILIH STUDI DI PERGURUAN TINGGI

Authors

  • Dedy Ansari Harahap Universitas Islam Bandung
  • Dita Amanah Universitas Negeri Medan
  • Muji Gunarto Universitas Bina Darma
  • Purwanto Purwanto Universitas WR. Supratman
  • Khoirul Umam Universitas Indraprasta PGRI

DOI:

https://doi.org/10.24114/niaga.v9i3.20819

Keywords:

Citra Universitas, Keputusan Mahasiswa, Memilih, Perguruan Tinggi

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra universitas terhadap keputusan mahasiswa memilih studi di Universitas Islam Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan tipe penelitian eksplanatori. Sampel penelitian berjumlah 388 responden dan diolah secara statistik dengan metode regresi linier sederhana. Hasil penelitian menunjukkan citra universitas berpengaruh terhadap keputusan mahasiswa memilih studi. Temuan tersebut menunjukkan bahwa institusi pendidikan tinggi harus bersaing melalui citra yang dibentuknya. Hal ini terlihat dengan mengukur citra universitas yang dirasakan dan dilihat oleh mahasiswa. Beberapa penelitian menunjukkan bahwa secara umum citra perusahaan penting bagi perusahaan untuk menarik dan mempertahankan pelanggan

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Published

2020-11-13

Issue

Vol. 9 No. 3 (2020): NIAGAWAN VOL 9 NO 3 NOVEMBER 2020

Section

Articles

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