Pengaruh Kualitas Informasi, Fasilitas, dan Alumni terhadap Keputusan Memilih Kampus Politeknik WBI melalui Brand Image sebagai Variabel Intervening

Abstract

Wilmar Bisnis Indonesia Polytechnic (WBI) is one of educational institutions which is committed to be the best and ideal educational institution for Indonesia's young generation in order to prepare the students to compete in a competitive business world of industry 4.0 era. One of the factors that can make prospective students decide to choose to study at WBI Polytechnic is the quality of information, facilities, alumni and its brand image. This research aims to find out the effects of information quality, facilities and alumni on the decision to choose WBI Polytechnic campus using brand image as an intervening variable. The research population consists of active students from class 2019, 2020 and 2021 with the total of 396 students. The research samples are the students from the class of 2021 with the total of 123 students. Data are collected using interviews, questionnaires and documentation studies. Data are analyzed using multiple regression technique of path analysis The results indicate that based on the direct effect on the first substructure, Information Quality, Facilities and Alumni simultaneously and partially have a positive and significant effect on Brand Image: based on the direct effect on the second substructure, Information Quality, ality, Facilities, Alurimi, and Brand Image simultaneously and partially have a positive and significant effect on choosing decision; and based on the indirect effect, Information Quality, Facilities, and Alumni have a positive and significant effect on the choosing decision through Brand Image as an intervening variable. Brand Image mediutes the effects of Information Quality by 2,281, Facilities by 2,161, and Alumni by 2,867 on the decision to choose the WBI Polytechnic campus.