Pengaruh Citra Merek Dan Kewajaran Harga Terhadap Minat Mahasiswa Mendaftar Di Universitas Yarsi Jakarta

Authors

  • Elmayensis Elmayensis Program Magister Manajemen, Universitas YARSI

https://doi.org/10.33476/jeba.v2i1.384

Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Brand Image dan Price Fairness Terhadap Minat Mahasiswa Mendaftar di Universitas YARSI Jakarta. Metode penelitian menggunakan deskriptif kuantitatif. Populasi mahasiswa Universitas YARSI yang berjumlah sebanyak 3.261 orang. Jumlah sampel yang diambil adalah sebanyak 97 orang mahasiswa dengan purposive sampling. Metode analisis yang digunakan menggunakan analisis linier berganda dengan bantuan program SPSS versi 23.

Hasil analisis tidak terdapat pengaruh brand image terhadap minat mahasiswa mendaftar di Universitas YARSI. Terdapat pengaruh positif dan signifikan price fairness terhadap minat mendaftar mahasiswa. Secara bersama-sama variabel brand image (X1) dan variabel price fairness (X2) berpengaruh positif dan signifikan terhadap minat mendaftar mahasiswa.

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Published

2017-09-11

Issue

Vol. 2 No. 1 (2017): JANUARI - JUNI 2017

Section

Articles

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