Brand Image Mediates Perception of Price and Service Quality on Students Decisions in Choosing UNPRI College

Abstract

The propose of this study to find out more deeply how brand image mediates price perception
and service quality in influencing students' decisions to choose UNPRI college. This study
uses a simple random sampling method and the lemeshow formula to determine the type and
number of samples, as many as 100 respondents. Data collection was carried out by
distributing questionnaires in the Universitas Prima Indonesia area. The data analysis
technique in this study used SMART-PLS data processing, which was used to test the validity
and reliability of each independent variable against the dependent variable. The results of
this study indicate that brand image and service quality have a positive effect on students'
decision to choose. However, price is not a strong or significant reason for students'
decisions to choose UNPRI. However, overall, both brand image, price perception and
service quality provide adequate standard results in influencing students' decisions to choose.
The role of brand image also provides significant results in mediating price perception and
service quality with students' decisions in choosing.
Keywords: Brand Image, Price Perception, Service Quality and Student Decisions