Pengaruh Brand Awareness Dan Brand Image Terhadap Pengambilan Keputusan Pemilihan Program Manajemen Perhotelan di Universitas Kristen Petra, Surabaya
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dan brand image Manajemen Perhotelan Universitas Kristen Petra terhadap pengambilan keputusan pemilihan jurusan Manajemen Perhotelan di Universitas Kristen Petra. Penelitian ini melibatkan 350 siswa SMA pilihan di Surabaya. Jenis penelitian yang digunakan adalah deskriptif kuantitatif. Teknik pengolahan data dalam penelitian ini menggunakan SEM - partial least square. Hasil dari penelitian ini menunjukkan bahwa adanya hubungan yang positif dan signifikan antara brand awareness terhadap brand image Program Manajemen Perhotelan di Universitas Kristen Petra. Sama halnya dengan brand awareness terhadap purchase decision dan brand image terhadap purchase decision. Pengaruh tidak langsung brand awareness terhadap purchase decision melalui brand image lebih kecil dibandingkan dengan pengaruh langsungnya.
Kata Kunci:
Kesadaran Merek, Citra Merek, dan Pengambilan Keputusan
This study aims to find out the influence of brand awareness and brand image of hotel management of Petra Christian University on purchase decision in choosing hotel management of Petra Christian University. The study involved 350 selected high school students in Surabaya. This research using descriptive qualitative method. Data processing techniques in this study was SEM - partial least square. The results showed that brand awareness was affecting brand image positively and significantly in Hotel Management of Petra Christian University. Similarly, it happened to brand awareness on purchase decision and brand image on purchase decision as well. At the other side, brand awareness was more effecting to purchase decision directly than inderectly through brand image.
Keywords:
Brand awareness, Brand Image, and Purchase Decision
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