Determinasi Minat Kuliah Melalui Identitas Merek dan Ekuitas Merek (Studi Kasus : Politeknik LP3I Medan)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Identitas Merek dan Ekuitas Merek terhadap Minat Kuliah di Politeknik LP3I Medan. Penurunan minat berkuliah di perguruan tinggi swasta telah menjadi masalah yang semakin mencolok dalam beberapa tahun terakhir, dengan banyak perguruan tinggi swasta mengalami penurunan jumlah mahasiswa. LP3I Medan, meskipun memiliki prestasi seperti rekor MURI dan penghargaan sebagai Politeknik Swasta terbaik di Sumatera Utara, juga menghadapi fenomena penurunan jumlah mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis data SPSS untuk mengetahui pengaruh Identitas Merek dan Ekuitas Merek terhadap Minat Kuliah. Sampel yang digunakan dalam penelitian ini berjumlah 100 siswa alumni SMA/K/MA yang diambil menggunakan teknik accidental Sampling. Hasil penelitian menunjukkan bahwa baik Identitas Merek maupun Ekutas Merek berpengaruh positif dan signifikan terhadap Minat Kuliah, dengan nilai koefisien masing-masing sebesar 0.283 dan 0.377. Nilai R-Square sebesar 0.686 menunjukkan bahwa 68.6% variabilitas Minat Kuliah dapat dijelaskan oleh kedua variabel independen. Temuan ini memberikan implikasi strategis bagi institusi pendidikan tinggi dalam membangun identitas dan ekuitas merek yang kuat guna meningkatkan minat mahasiswa untuk melanjutkan pendidikan di perguruan tinggi tersebut.
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