THE INFLUENCE OF BRAND IMAGE ON CONSUMER PURCHASE DECISION PROCESS AT WIDYATAMA UNIVERSITY (CASE STUDY FACULTY BUSINESS AND MANAGEMENT)

Abstract

Universities must have a good “Branding” and trying to maintain to exist between universities face competition intensifies. Moreover, foreign universities are also increasingly vigorous campaign to attract new students in Indonesia, "says brand consultant and ethnographer Amalia E Maulana, in Jakarta (Jakarta: Antara News.) High universities therefore need to hurry and find a solution to deal Under these conditions one way is to provide a good brand to the university itself so that it can continue to be remembered by students and prospective students. in this study, the authors take the title "The Effect of Brand Image Of Consumer Purchase decision Process at Widyatama University (Case Studies in the Faculty of Business and management) ". The purpose of the research is to find out how consumer responses to brand image and how the Widyatama University decision process of the consumer to buy the product of education at the Widyatama University, Also to determine how much influence the brand image of the consumer buying decision process. The method used is descriptive. Based on the research that consumer responses to brand image and product purchasing decisions for education at Widyatama University is good. Then the hypothesis testing using t distribution table, the results of the calculation was obtained t value is greater than t table mean Ho is rejected and Ha accepted. This means that: "There is the influence of the brand image with the consumer purchasing decisions at the Widyatama University".