The Mediation Role of Brand Trust On The Effect of brand Image On Student Decisions To Study At The Universitas Peradaban

Umar Seno Bayu Aji, Siti Zulaikha Wulandari, Nur Choirul Afif


The purpose of this study is to analyze the effect of brand trust, and brand image on student decisions. To analyze the effect of brand image on student decisions to study at the Universitas Peradaban mediated by brand trust. The subjects to be studied in this study are students of the Universitas Peradaban Bumiayu in 2021. The sampling technique in this study was carried out using a probability sampling technique, namely proportionate stratified random sampling with a sample of 96 people. The analytical tools used are multiple regression analysis and the Sobel test.

The results showed that brand trust and brand image had a positive and significant influence on student decisions. Brand trust can mediate the influence of brand image on students studying at the Universitas Peradaban. This means that students' decisions to study at the Universitas Peradaban can be improved indirectly through brand trust

Keywords:Brand Trust; Brand Image; Student Decision; Bumiayu; University.

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