THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA

Sep 10, 2026

Uploaded by Liam

The study investigates how brand awareness, brand association, and perceived quality influence the decision to choose state universities in Surabaya. Education development is framed as a key national driver, requiring universities to strengthen brand equity to prospective students and accelerate enrolment decisions. Using quantitative multistage sampling of 2012 students, results show brand awareness has a direct effect, while brand association has no effect. Perceived quality shows no effect based on the ITS respondents.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages11

Reading Time28 min

AccessFree to download

Research Background

Education development and higher education competition

Public interest in state universities in Surabaya

Manajemen & Bisnis Berkala Ilmiah Vol. 12 No. 2 (September 2013): 237-247 THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA Ria Astuti Andrayani Management Department, Faculty of Economic, Universitas Negeri Surabaya, [riaandrayani@gmail.com](riaandrayani@gmail.com) Sri Setyo Iriani Management Department, Faculty of Economic, Universitas Negeri Surabaya, [Srisetyoiriani@gmail.com](Srisetyoiriani@gmail.com) Purwohandoko Management Department, Faculty of Economic, Universitas Negeri Surabaya, [warogpurwo@gmail.com](warogpurwo@gmail.com) Abstract The main development of a country can be measured by the education progress. It is all based on people’s awareness to continue their study until college level. That’s why the government must continue their development in the field of education by providing additional college indicated by the significant growth of state universities. It requires the college to compete by improving brand equity to the people’s mind especially for prospective students or students. The strong brand equity in the people’s mind will accelerate decision related enrolled in college. Most state universities in Indonesia are in Surabaya with four public universities. This study aims to determine the effect of brand awareness, brand associations, and the perceived quality of decision to choose state universities in Surabaya. The method used quantitative by multistage sampling in 2012 students of state universities in Surabaya. The results of this study showed that brand awareness has directly effect on the decision to choose state universities in Surabaya. But brand association has no effect on the decision to choose. Those happen on perceived quality which only ITS respondents do not have effect on decision to choose state university in Surabaya. This is due to the differences of strategies used by each state university on students association. Abstrak Pembangunan utama sebuah Negara dapat diukur melalui perkembangan pendidikan. Haltersebut ditunjukkan oleh kesadaran masyarakat untuk melanjutkan pendidikannya hinggatingkat perguruan tinggi. Merupakan keharusan bagi pemerintah untuk melanjutkan pembangunan di sector pendidikan dengan indikasi pertumbuhan jumlah perguruan tinggi ditunjukkan oleh pertumbuhan perguruan tinggi negeri yang signifikan. Kondisi ini menuntut perguruan tinggi harus bersaing dengan membangun ekuitas mereknya di benak masyarakat khususnya bagi calon mahasiswa ataupun mahasiswa itu sendiri. Ekuitas merek yang lebih kuat dibenak masyarakat akan mempercepat keputusan memilih perguruan tinggi. Perguruan tinggi negeri terbanyak di Indonesia adalah di Surabaya sebanyak 4 perguruan tinggi negeri. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran merek, asosiasi merek, dan kesan kualitas terhadap keputusan memilih perguruan tinggi negeri di Surabaya. Metode penelitian yang digunakan adalah kuantitatif dengan sampling bertahap pada mahasiswa angkatan 2012 perguruan tinggi negeri di Surabaya. Hasil penelitian ini menunjukkan bahwa kesadaran merek berpengaruh langsung terhadap keputusan memilih perguruan tinggi negeri di Surabaya. Namun asosiasi merektidak berpengaruh terhadap keputusan memilih. Pada kesan kualitas hanya responden ITS yang tidak memiliki pengaruhnya untuk memutuskan memilih perguruan tinggi negeri di Andrayani et al. Surabaya. Hal ini dikarenakan perbedaan strategi yang diterapkan di masing-masing perguruan tinggi negeri untuk mengasosiasikannya di benak mahasiswa. Keywords: brand awareness, brand association, perceived quality, decision to choose, and state university JEL Classification: M31 1. Research Background Education is a major concern of government in enhancing and improving the quality of human resources (Wijaya, 2008, 2012) . Indonesia has rules in UUD 1945 article 31. Nowadays, efforts for formal education development in Indonesia has variety of level

FAQs

What is the purpose of the study?

To determine the effect of brand awareness, brand association, and perceived quality on the decision to choose state universities in Surabaya.

What research method and sampling approach were used?

A quantitative method with multistage sampling was used, based on 2012 students of state universities in Surabaya.

Which factors affect the decision to choose state universities in Surabaya?

Brand awareness has a direct effect on the decision. Brand association shows no effect, and perceived quality has no effect based on ITS respondents.

Sep 10, 2026

Uploaded by Liam