PENGARUH KUALITAS LAYANAN PENDIDIKAN DAN CITRA MEREK TERHADAP KEPUTUSAN MAHASISWA UNTUK MEMILIH UNIVERSITAS GUANGXI
DOI:
https://doi.org/10.31539/bkpmmr46Keywords:
Citra Merek, Kualitas Layanan Pendidikan, Keputusan Pendaftaran, Universitas GuangxiAbstract
Penelitian ini bertujuan menganalisis pengaruh kualitas Layanan pendidikan dan citra merek terhadap keputusanmahasiswa memilih Universitas Guangxi. Menggunakan pendekatan kuantitatif dan survei kuesioner, data dianalisis dengan SEM-PLS melalui SmartPLS 4.0. Hasil menunjukkan bahwa kualitas layanan dan citra merek secara signifikan memengaruhi keputusan pilihan, dengan citra merek berperan sebagai mediator. Temuan ini memberi implikasi strategis bagi pengelola universitas dalam meningkatkan daya saing di tengah ketatnya persaingan pendidikan tinggi.
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