The Influence of Perceived Value on Campus Selection Mediated by Brand Trust at Aviation Polytechnics in Indonesia

Muhammad Caesar Akbar, Syaifuddin Syaifuddin (), Fajar Rezeki Ananda Lubis and Fenny Krisna Marpaung
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Muhammad Caesar Akbar: Universitas Prima Indonesia, PUI, Human Resources Management Research and Innovation Center
Syaifuddin Syaifuddin: Universitas Prima Indonesia, PUI, Human Resources Management Research and Innovation Center
Fajar Rezeki Ananda Lubis: Universitas Prima Indonesia, PUI, Human Resources Management Research and Innovation Center
Fenny Krisna Marpaung: Universitas Prima Indonesia, PUI, Human Resources Management Research and Innovation Center

A chapter in Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), 2025, pp 261-273 from Springer

Abstract: Abstract The decision to choose a university is crucial for prospective students, as it impacts their future. Therefore, this study will examine the influence of perceived value on campus choice, mediated by brand trust at Aviation Polytechnics in Indonesia. The research method used is associative research and a literary approach. The population was first-semester students at six Aviation Polytechnics in Indonesia. The sample size was 390. The results showed that perceived value significantly influenced brand trust at Aviation Polytechnics in Indonesia. Furthermore, perceived value also significantly influenced the decision to study at Aviation Polytechnics in Indonesia. Likewise, brand trust significantly influenced the decision to study at Aviation Polytechnics in Indonesia. The indirect variable, perceived value through brand trust, significantly influenced the decision to study at Aviation Polytechnics in Indonesia.

Keywords: Perceived Value; Campus Choice; Aviation Polytechnic; Brand Trust (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-960-5_20

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DOI: 10.2991/978-94-6463-960-5_20

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