ANALISIS BRAND EQUITY UPH SURABAYA : PERSPEKTIF SISWA/I SMA DI SURABAYA

Abstract

This research aims to determine and analyze what factor is particular significance in UPH Surabaya’s brand equity, using high school student in Surabaya perspective. The model used in this research are the method of observation, interviews, literature review and questionnaires using Likert scale, and method of determination of the sample used was accidentasl sampling of as manya as 221 sample, which decreased to 190 sample after outliers tests. The method of analysis were used exploratory factor analysis, and then continued with multiple linear regression. Quantitative data collected via a self-completion survey are used to test a model of brand equity in the context of Higher Education. The empirical setting is Surabaya, which is UPH Surabaya location and operational area. The result provide partial support for the proposed conceptual model, with image-related determinant (brand image) of brand equity being far more significant to UPH Surabaya brand equity than awareness-related determinant (brand awareness) and consumer-related determinant (consumer attributes). This result practically could be used to provides guidance on how and where to focus UPH Surabaya marketing efforts.