PENGARUH BRAND IMAGE DAN PROMOSI TERHADAP KEPUTUSAN MAHASISWA MEMILIH KAMPUS ITB NOBEL INDONESIA

Wanda. 2025. The Influence of Brand Image and Promotion on Students' Decision to Choose ITB Nobel Indonesia, supervised by Andi Widiawati and Muh. Syilfa Nooviar.
This study aims to analyze (1) the influence of brand image on students' decision to choose ITB Nobel Indonesia, (2) the influence of promotion on students' decision to choose ITB Nobel Indonesia, and (3) the simultaneous influence of brand image and promotion on students' decision to choose ITB Nobel Indonesia.
The study employed a sample of 83 respondents. Purposive sampling was used, and data analysis techniques included validity and reliability testing, multiple linear regression analysis, t-test, and F-test.
The research findings indicate that (1) Brand image has a positive and significant influence on students' decision to choose ITB Nobel Indonesia. (2) Promotion has a positive and significant influence on students' decision to choose ITB Nobel Indonesia. (3) Brand image and promotion simultaneously have a significant influence on students' decision to choose ITB Nobel Indonesia.