PENGARUH BAURAN HUBUNGAN MASYARAKAT (PUBLIC RELATIONS MIX) TERHADAP CITRA MEREK DAN KESADARAN MEREK SERTA IMPLIKASINYA TERHADAP KEPUTUSAN SISWA MEMILIH STUDI

Abstract

This study aimed to determine and assess the Influence of Public Relations Mix on Brand Image and Brand Awareness and Its Implication to Student Decisions Choosing to study at vocational school Medikacom Bandung. This study uses the theory of Marketing Management, the method used in this research is an explanatory survey approach, and the type of research is descriptive and verificative. The method of data collection is done by interviews, questionnaires, and documentation. Data analysis method used is the analysis of SEM (stuctural Equation Modeling). This research used a sample of students at vocational school Medikacom Bandung as much as 248 students. The results showed that simultaneous Brand Image and Brand Awareness significant effect on Student Decisions choosing to study at vocational school Medikacom Bandung, Public Relations mix significant effect on Brand Image and Public Relations mix significant effect on Brand Awareness.Simultaneous influence of Brand Image and Brand Awareness of the student decisions amounted to 0.860 or 86%, whereas 0.140 or 14% is influenced by other variables not examined in this research. Effect of partial variable mix of Public Relations of the brand image is of 0.640 or 64%, a variable mix of the Public Relations Student decisions amounted to 0.720 or 72%. From the results of research conducted, then Public Relations Mix, Brand Image and Brand Awareness variables when combined would have a significant effect on Student Decisions Choosing to study at vocational school Medikacom Bandung.

Keywords: public relations mix; brand image; brand awareness; student decisions