PENGARUH CITRA MEREK DAN BIAYA PENDIDIKAN TERHADAP KEPUTUSAN MAHASISWA BARU TAHUN AKADEMIK 2024/2025 DALAM MEMILIH INSTITUT RAHMANIYAH SEKAYU

Abstract

ABSTRACT

This research aims to determine: (1) the influence of brand image and educational costs partially on new students' decisions in choosing the Rahmaniyah Sekayu Institute, (2) the influence of brand image and educational costs simultaneously on new students' decisions in choosing the Rahmaniyah Sekayu Institute. This research is causality research. The population of this research is 145 new students for academic year of 2024/2025. The sample size of 107 people was determined using the Slovin formula with a margin of error of 10%. The sample was selected using purposive sampling technique. Data was collected using a questionnaire method and analyzed using multiple linear regression analysis. The results of the research show that (1) brand image influences new students' decisions with a value of t count (2.511) > t table (1.982), (2) educational costs new influence students' decisions with a value of t count (8.047) > t table (1.982), (3) image brand and education costs influence decisions with a value of F count (134.276) > F table (3.084).

Keywords: brand image, cost of education, student decisions