THE INFLUENCE OF BRAND IMAGE, PROMOTION, AND COST PERCEPTIONS ON DECISIONS TO CHOOSE GENERAL MEDICINE STUDY PROGRAMMES AT BATAM UNIVERSITY WITH SERVICE QUALITY AS AN INTERVENING VARIABLE

accounting, management, economic

Students are valuable assets for a university, intense competition among universities in Indonesia, especially universities that have Medical study programmes. Batam University is the only university that has a Medical study programme, so that it is able to attract prospective students with a fairly wide coverage not only in the Riau Islands. The purpose of this study was to analyse the direct and indirect effects of brand image, promotion and price perception on the decision to choose a study program or through service quality. The research approach uses correlation research using the Smart PLS version 3 statistical tool. The total sample was 126 respondents. The results of the study found that Brand Image has a significant positive effect on service satisfaction at the General Medical Study Programme, University of Batam. Promotion has a significant positive effect on Service Satisfaction at the General Medical Study Programme, University of Batam. Price Perception has a significant positive effect on Service Satisfaction at the General Medical Study Programme, University of Batam. Brand image has a significant positive effect on Decision Making to Choose the Batam University Medical Study Programme. Promotion has a significant positive effect on Decision Making to choose the Batam University Medical Study Programme. Price perception has a significant positive effect on decision making to choose the Batam University Medical Study Programme. Service quality has a significant positive effect on decision making to choose the Batam University Medical Study Programme. Brand Image is significant to Decision Making with service satisfaction as an intervening variable at the Batam University Medical Study Programme. Promotion has a significant effect on decision making with service satisfaction as an intervening variable at the Batam University Medical Study Programme. Price perception is significant to Decision Making with service satisfaction as an intervening variable at the Batam University Medical Study Programme.

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