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The Influence of Reference Groups, Location, and Price Perception on University Selection Decisions through Brand Image

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Abdul Ahmad Hafidh Nurmansyah

    (Universitas Pendidikan Indonesia)

  • Ratih Huriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjajanta

    (Universitas Pendidikan Indonesia)

Abstract

This research analyzes the influence of reference groups, location, and price perceptions on university selection decisions through brand image among new Jenderal Achmad Yani University students. The research method used was quantitative, with data collection through questionnaires distributed to 210 new students. Partial Least Squares – Structural Equation Modeling (PLS-SEM) is the analysis tool used. The research results show that Reference Group has a non-significant negative effect on Brand Image, Location has a significant positive impact on Brand Image, Price Perception has a significant positive effect on Brand Image, Reference Group has a significant positive effect on Selection Decisions, Price Perception has a significant positive impact on Selection Decisions, Brand Image has a significant positive effect on Selection Decisions. Brand image does not mediate the positive effects of reference groups on selection decisions. Brand image mediates the significant positive effect of location on selection decisions. Brand image mediates the significant positive effect of price perception on selection decisions.

Suggested Citation

  • Abdul Ahmad Hafidh Nurmansyah & Ratih Huriyati & Bambang Widjajanta, 2025. "The Influence of Reference Groups, Location, and Price Perception on University Selection Decisions through Brand Image," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 86-91, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_11
    DOI: 10.2991/978-94-6463-817-2_11
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