Analysis of Marketing Communications Mix to Brand Image and the Impact on the Student's Decision in Choosing a Private College in Purwakarta : Survey on Student STT Wastukancana
International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Open Access | Fully Refereed | Peer Reviewed International Journal

ISSN: 2319-7064

Research Paper | Management | Indonesia | Volume 5 Issue 11, November 2016

Analysis of Marketing Communications Mix to Brand Image and the Impact on the Student's Decision in Choosing a Private College in Purwakarta : Survey on Student STT Wastukancana

Imas Widowati, Elly Setiadewi

This study aims to examine the influence of marketing communications mix services to brand image and its influence on the student's decision in choosing a private college in Purwakarta that STT Wastukancana Purwakarta. Impiris findings in this study indicate that the marketing communications mix for sub variable public relations, instruction materials, design korporate to brand image has a coefficient of weight is not significant because the P value> 0.05, so the model of research needs to be fixed by way of the path and coefficient insignificant to be removed from the model (trimming). After in-trimming models showed that the marketing communications mix for sub variables a personal communication has significantly affect to the brand image a college of 11.9% and against the decision students to choose of college direct effect by 16.5% and indirectly by 4.9%, so that the total effect is significantly by 21.3%. Sub variables advertising significantly affect the brand image amounted to 46.9% and to the decisions students choosing a college 19.2% and sales promotion significantly affect to the brand image by 22.7% and a direct effect to the decisions students choosing a college of 33.8% and an indirect 22.7%. So the total effect is significantly by 45.2% . Brand image against the decision of the selection of private universities showed a significant influence with a correlation value of 41.00%.

Keywords: Mix Marketing Communication Services, Brand Image, Purchase Decision Choosing a Private College or university

Edition: Volume 5 Issue 11, November 2016

Pages: 810 - 814

Share this Article

How to Cite this Article?

Imas Widowati, Elly Setiadewi, "Analysis of Marketing Communications Mix to Brand Image and the Impact on the Student's Decision in Choosing a Private College in Purwakarta : Survey on Student STT Wastukancana", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=ART20162876, Volume 5 Issue 11, November 2016, 810 - 814

110 PDF Views | 53 PDF Downloads

Download Article PDF



Similar Articles with Keyword 'Brand Image'

Research Paper, Management, Indonesia, Volume 5 Issue 11, November 2016

Pages: 810 - 814

Analysis of Marketing Communications Mix to Brand Image and the Impact on the Student's Decision in Choosing a Private College in Purwakarta : Survey on Student STT Wastukancana

Imas Widowati, Elly Setiadewi

Share this Article

Research Paper, Management, India, Volume 5 Issue 4, April 2016

Pages: 1986 - 1991

Setting New Agenda: Critical Study of Perspectives of CSR Practices in Indian Private Corporate Hospitals

Dr. Arundhati Ninawe

Share this Article

Research Paper, Management, India, Volume 4 Issue 5, May 2015

Pages: 3121 - 3125

Effectiveness of Powered By Strategy on Brand Image with Special Reference to Reality Show

Jaypal Chauhan, Dhaval Garasiya

Share this Article

Research Paper, Management, Indonesia, Volume 3 Issue 12, December 2014

Pages: 2319 - 2321

Analysis of The Effect of Service Quality to The Customer Satisfaction and Brand Image in the Enhaii Restaurant

Siti Yulia Irani Nugraha, Sukarno Wibowo, Harry Soeparman

Share this Article

Research Paper, Management, Kenya, Volume 5 Issue 5, May 2016

Pages: 1625 - 1631

Effects of Customer Service Strategies on Customer Satisfaction of Firms in the Telecommunication Sector in Kenya

Nganga Ruth Wanjiku, Dr. Kepha Ombui, Dr. Mike Iravo

Share this Article
Top