Authors :
Tri Novri Lestiana; Fendy Maradita
Volume/Issue :
Volume 5 - 2020, Issue 12 - December
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/2LP0FFZ
Abstract :
Currently, various ways are done by
universities to attract prospective students in making
decisions. In this case, universities can form a good
image in the community or create an event that attracts
the attention of the community. This study aims to test
the influence of university imagery and marketing events
on students' decision to choose the Sumbawa University
of Technology. The sample used amounted to 70
respondents of Students of the Sumbawa University of
Technology. The data collection method is by surveying
by using questionnaires as research instruments. Data
analysis techniques use multiple linear regression
analysis. The results showed that the image of
universities and marketing events had a significant
positive effect on students' decision to choose higher
education. For the University is expected in the future
can maintain and improve the good image and also
universities in holding events can find more unique ideas
and attract the attention of the public, especially
prospective students in the future.
Keywords :
University Image, Event Marketing, Student Decision
Currently, various ways are done by
universities to attract prospective students in making
decisions. In this case, universities can form a good
image in the community or create an event that attracts
the attention of the community. This study aims to test
the influence of university imagery and marketing events
on students' decision to choose the Sumbawa University
of Technology. The sample used amounted to 70
respondents of Students of the Sumbawa University of
Technology. The data collection method is by surveying
by using questionnaires as research instruments. Data
analysis techniques use multiple linear regression
analysis. The results showed that the image of
universities and marketing events had a significant
positive effect on students' decision to choose higher
education. For the University is expected in the future
can maintain and improve the good image and also
universities in holding events can find more unique ideas
and attract the attention of the public, especially
prospective students in the future.
Keywords :
University Image, Event Marketing, Student Decision
