The Influence of Family, Peers and Brand Image on the Decision to Study at Universitas Mahkota Tricom Unggul
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Published:
Dec 30, 2023
Keywords:
Family, Peers and Brand Image on College decisions
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Abstract
This research aims to determine the role of family, the influence of peers and brand image on the decision to study at Universitas Mahkota Tricom Unggul. The population in the research is all students at the Medan Budisatrya Private Vocational School in the 2022-2023 academic year, totaling 100 people, while the sampling technique uses saturated sampling results, which means the entire population can be used as a research sample of 100 people. This type of research is quantitative research. Quantitative research is research that aims to determine the degree of relationship and pattern/form of influence between two or more variables, where with this research a theory will be built that functions to explain, predict and control a phenomenon. From the results of this research, it can be seen that campus promotions should also attract family interest so that they can influence someone in deciding to study at a university. The influence of peers also needs to be considered. This is also related to the experience of a person or alumni who experienced studying at a campus or college. Brand image also influences individual decisions in choosing to study at a campus or college at Universitas Mahkota Tricom Unggul.
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How to Cite
Sihombing, E. H., Honkley, T., Tambunan, D., Nasib, N., & Husni, C. T. (2023). The Influence of Family, Peers and Brand Image on the Decision to Study at Universitas Mahkota Tricom Unggul. ProBisnis : Jurnal Manajemen, 14(6), 683–691. https://doi.org/10.62398/probis.v14i6.415
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Zafar, M. W. B. (2021). Human capital investments and expectations about career and family. Journal of Political Economy, 129(5), 1361–1424. https://doi.org/10.1086/713100
Berger, D. P. C. (2022). Friends’ Influence on Academic Performance Among Early Adolescents: The Role of Social Status. Psykhe, 31(1), 1–14. https://doi.org/10.7764/psykhe.2019.21811
Daulay, N. S. M. Z. R. (2021). Konsep Kualitas Pelayanan, Harga Dan Citra Kampus Dan Loyalitas Mahasiswa Sebuah Kajian Teoritis Dan Analisis. Global Aksara Pres.
Devall, H. J. C. J. F. E. G. D. L. J. S. W.-L. S. M. (2022). The Competitive Effects of School Choice on Student Achievement: A Systematic Review. Educational Policy, 36(2), 247–281. https://doi.org/10.1177/0895904819874756
Fadli, N. M. F. A. S. D. N. R. A. (2022). Survive amidst the Competition of Private Universities by Maximizing Brand Image and Interest in Studying. Al-Ishlah: Jurnal Pendidikan, 14(3), 3317–3328. https://doi.org/10.35445/alishlah.v14i3.2037
Fadli, N. M. Z. F. A. (2020). Analysis Of Impact Factors On College Decisions On Private College Lecture In Medan City. International Journal of Business and Management Invention (IJBMI), 9(3), 18–24.
Gower, A. B. W. K. (2021). Influence Of Social Media On How College Students Perceive Healthy Relationships And Consent. Journal of American College Health, 1–9. https://doi.org/10.1080/07448481.2021.1927049
Güroğlu, B. (2022). The power of friendship: The developmental significance of friendships from a neuroscience perspective. Child Development Perspectives, 16(2), 110–117. https://doi.org/10.1111/cdep.12450
Hamou, T. B. E. L. A. S. (2022). Investigating the Factors That Influence Students` Choice of English Studies As a Major: the Case of University of Nouakchott Al Aasriya, Mauritania. International Journal of Technology, Innovation and Management (IJTIM), 2(1), 87–103. https://doi.org/10.54489/ijtim.v2i1.62
Khairani, R. D. V. N. J. B. E. Y. A. D. M. R. A. N. B. S. A. E. M. T. R. (2023). Pemasaran Bisnis Era Digital. CV. Media Sains Indonesia.
Langner, L. L. (2021). The role of home language in children’s friendship choice and peer acceptance. Journal of Applied Developmental Psychology, 76(September), 1–11. https://doi.org/10.1016/j.appdev.2021.101323
Lestari, N. R. A. I. (2019). Dasar Pemasaran. In Dasar Pemasaran. Deepublish.
Megayani, S. S. H. (2020). The Influence Of Country Of Origin And Brand Image On Mitsubishi Xpander Car Purchase Decision (Study at PT Bumen Redja Abadi, Tebet branch). Indonesian College of Economics, 1–18.
Najib, Z. A. L. S. A. U. S. M. (2020). The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University The Influence of Marketing Mix on Brand Image , Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 05(02), 139–156. https://doi.org/10.29244/jcs.5.2.139-156
Nasib. (2021). Increasing Vocational Education Decisions Through Social Media , and Price Reduction Through Brand Trusts. Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020), 560(Acbleti 2020), 390–395.
Nasib. (2022). The Role of Student Trust in Mediating Service Quality and Student Reputation Against E-WOM. Journal of Educational Science and Technology (EST), 8(2), 95–104. https://ojs.unm.ac.id/JEST/article/view/36669
Nasib, A. F. (2019). Konsep Intisari Strategi pemasaran. CV. Pena Persada.
Nasib, E. H. S. (2020). The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program , Personal Selling and College Image. Budapest International Research and Critics Institute-Journal, 3(4), 2843–2850.
Nasib, I. L. (2021). Manajemen & Bisnis Modern. In Jakarta: PT Rineka Cipta. Pena Persada.
Nasib, M. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277–288. https://doi.org/10.33019/society.v9i1.303
Novirsari, N. D. T. E. (2022). Perilaku Konsumen dan Pemasaran Perguruan Tinggi Swasta. In Perilaku Konsumen dan Pemasaran Perguruan Tinggi Swasta (pp. 1–158). Pena Persada. http://www.surabaya.go.id/dinamis/?id=743
Parkinson, M. E. S. M. D. Y. L. L. J. C. C. (2023). Similarity Among Friends Serves as a Social Prior: The Assumption That “Birds of a Feather Flock Together” Shapes Social Decisions and Relationship Beliefs. Personality and Social Psychology Bulletin, 1–18. https://doi.org/10.1177/01461672221140269
Pasaribu, D. T. A. H. N. W. H. H. D. (2024). The Role of Financial Literacy and Self-Motivation in Fostering Entrepreneurial Interest and Self-Efficacy among University Students. Journal of Logistics, Informatics and Service Science, 11(1), 136–145. https://doi.org/10.33168/JLISS.2024.0109
Sari, N. S. E. E. (2020). Konsep Intisari Strategi Pemasaran Lanjutan (Issue December 2019). CV. Pena Persada.
Situngkir, D. R. E. (2019). Pengaruh Brand Image Dan Persepsi Biaya Pendidikan Terhadap Minat Melanjutkan Studi Pada Prodi Pendidikan Ekonomi Unimed Siswa Kelas Xi Ips Sma Negeri 1 Kabanjahe Tahun Ajaran 2018/2019. Jurnal Pendidikan /Ekonomi, 7(1), 19–30. https://jurnal.unimed.ac.id/2012/index.php/ekodik/article/viewFile/16442/12735
Sugiyono. (2016). Metode Penelitian. Alfabeta.
Syaifullah, N. D. T. (2021). Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi). In Perilaku Konsumen (Studi Dalam Pemilihan Perguruan Tinggi): Vol. Maret. Nuta Media.
Wasiman, N. S. A. M. Z. F. (2021). Do Purchase or Do no Purchase ? Customer Purchasing Decisions By Using OVO Application. Proceedings of the 2nd Annual Conference on Blended Learning, Educational Technology and Innovation (ACBLETI 2020) Do, 560(Acbleti 2020), 386–389.
Zafar, M. W. B. (2021). Human capital investments and expectations about career and family. Journal of Political Economy, 129(5), 1361–1424. https://doi.org/10.1086/713100