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".