Pengaruh Brand Identity dan Brand Equity Dimediasi oleh Brand Trust terhadap Minat Kuliah di Politeknik LP3I Medan

Abstract

This study aims to determine the effect of Brand Identity (Brand Identity) and Brand Equity (Brand Equity) mediated by Brand Trust (Brand Trust) on Interest in choosing to study at the Medan LP3I Polytechnic.In general, LP3I Medan has experienced a decrease in the number of students by an average of 10% each year in the last 5 (five) years, where on the one hand LP3I Medan has a good record of achievement and recognition as the best private polytechnic in North Sumatra, this is a gap and a decline in public trust and interest in studying at LP3I Medan. The type of research used by the author is quantitative associative research. The data analysis technique used is descriptive and analytical statistical methods Structural Equation Model (SEM). The population and sample in this study were 180 students/i alumni of SMA/K/MA with the sampling technique using Incidental Sampling/Accidental Sampling. The results this research state that regularly direct Brand Identity positive and significant effect on Interest in College, Brand Equity positive and significant effect on Interest in College, Brand Trust positive and significant effect on Interest in College, Brand Trust able to mediate positively and significantly between influences Brand Identity to interest in lectures, and Brand Trust able to mediate positively and significantly between influences Brand Equity interest in college. Broadly speaking, it can be concluded that if the variable Brand Equity directly tries to influence someone's buying interest or interest in studying at LP3I Medan, the magnitude of the influence is 28.4%, while if through or Brand Trust it will increase by 18.6%. While variables Brand Identity if you directly try to influence someone's buying interest or interest in studying at LP3I Medan, the magnitude of the effect is 25.7%, while if you go throughBrand Trust it will increase by 17.3%.