PENGARUH PERIKLANAN TERHADAP BRAND AWARENESS DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMILIHAN UNIVERSITAS

Gozali, Muhamad Yudha and Ruslim, Tommy Setiawan and Wijaya, Andi (2012) PENGARUH PERIKLANAN TERHADAP BRAND AWARENESS DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMILIHAN UNIVERSITAS. Karya Ilmiah Dosen. pp. 303-312. ISSN 1978-6522

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Abstract

University as non-profit organization advertise on media in order to attract student. This research try to seek the effect of advertising on brand awareness and it impact on university choices decision by using 300 university student at Jakarta as sample. This research use path analysis methodology by using advertising and brand awareness as exogenous variable and university choices decision as endogenous variable. The result are advertising affect brand awareness significantly, advertisingaffect university chioces decision significantly, brand awareness affect universitychoices decision slgnificantly,adverlislng affect uiversity choices decision significantly and indirectly.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 04 Apr 2017 07:29
Last Modified: 04 Apr 2017 07:29
URI: http://repository.untar.ac.id/id/eprint/304

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