The Effect of Brand Image and Self-Efficacy on Interest in Attending University in Majalengka
DOI:
https://doi.org/10.31941/jebi.v29i1.7175Abstract
Higher education is an educational unit that organizes higher education and can take the form of an academy, polytechnic, high school, institute or university. Education service marketing activities that were previously considered taboo because they smelled of business and tended to be profit-oriented, are now being carried out openly. Because educational services play an important role in developing and improving the quality of human resources.
The purpose of this study was to determine the effect of family support, brand image and self-efficacy on interest in studying at Majalengka University. The population in this study were high school (SMA) class 12 students in the even semester of the 2022/2023 academic year in Majalengka Regency, totaling 18,575 thousand students. The sampling technique used in this research is Nonprobability Sampling with Incidental Sampling. The analytical method used in this study is multiple linear regression analysis, which is first tested by the instrument (validity and reliability), the classical assumption test, and the model feasibility test, which is then tested by the hypothesis.
Based on the results of research and analysis that has been conducted on high school students (SMA) Majalengka Regency regarding the influence of Family Support, Brand Image and Self Efficacy on Interest in College all have a positive effect and significant.
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