THE FACTORS THAT DETERMINE BRAND IMAGE IN THE TOP PRIVATE UNIVERSITY IN SURABAYA
Abstract
Surabaya as the second biggest city in Indonesia has their own
uniqueness especially in education. Many top universities are located in Surabaya
either public or private university. The competition between the private
universities in Surabaya is relatively high. Pelita Harapan University is one of the
top private university in Surabaya. According to the university rank and personal
interview, the competitor of Pelita Harapan University Surabaya Campus is Petra
Christian University, University of Surabaya, Ciputra University, and Widya
Mandala University. One of the factors that make them into top private university
is the brand image. The purpose of this research is to reveal which factors of
brand image that has the biggest effect on the brand image of top private
university in Surabaya.
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM) and the AMOS 22.0 software. The
questionnaire distributed to 382 respondents in the sample in which the
characteristics of respondents that consists of men and women in the first year
student of top private university in Surabaya. The sampling method used in this
research that is non - probability sampling.
The results showed that the important indicators are: curriculum provided
can be trusted; university help you to become a better person in characters; the
university program prepare me to become a professional career; The university
has a lot of student activities (UKM); Students have excellent support from the
lecturer; My family think that this university is an excellent university; My friend
thinks that this university is an excellent university; University provide good
student life center; University provides good career center; Classrooms are
convenient for studying; The university has an excellent sporting facilities; The
university has a convenient library; The university has a library with a diverse
collection; This university is known for their professional career; University logo
is professional; The words in the promotions are persuading; Have a good
website; The tuition fee is reasonable compared to another private university in
Surabaya