The Influence of Brand Image, Promotion, Price, and Quality of Service on Study Decisions at Politeknik Sahid

Abstract

Politeknik Sahid is a tourism university that has still maintained its existence since its establishment in 1983. It has undergone several changes from the Sahid Tourism and Hospitality Academy (APPS Sahid) to the Politeknik Sahid in 2019 with the aim of increasing the need for tourism and hospitality vocational education which is in accordance with current industry qualifications by always innovating to promote various educational programs by improving brand image and improving service quality so that it is expected to be able to encourage the interest of prospective students to study at the Politeknik Sahid who are ready and able to compete for a career in the industry. The purpose of this study was to examine the effect of brand image, promotion, price, and service quality on college decisions at the Politeknik Sahid. The analytical technique used in this research is multiple linear regression analysis using the SPSS for Windows release version 26 program. This research method uses quantitative methods to analyze statistical data which aims to test the established hypotheses. Types of quantitative methods used in this research are descriptive and associative methods. The results of the output coefficients of the t-test on the brand image variable with a significance value of 0.236 are greater than the probability value of 0.05 (sig 0.236 > 0.05) and the t-count value of 1.130 < t table of 1.987 and the results of the t-test of the price variable with a significance value of 0.411> probability value 0.05 and t arithmetic value 0.826 < t table 1.987 which shows that brand image and price variables have no influence on college decisions at Politeknik Sahid. The t-test on the promotion variable resulted in a significance value of 0.000 < probability value of 0.05 and the t-count value of 4.405> the t-table value of 1.987 and the t-test output on the service quality variable yielded a significance value of 0.000 < the probability value of 0.05 and the calculated t-value. 5,282 > t table value 1,987. From these results, it can be concluded that promotion and service quality have a positive and significant influence on college decisions at Politeknik Sahid.