The Influence of Reference Groups, Location, and Price Perception on University Selection Decisions through Brand Image

Abdul Ahmad Hafidh Nurmansyah (), Ratih Huriyati and Bambang Widjajanta
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Abdul Ahmad Hafidh Nurmansyah: Universitas Pendidikan Indonesia
Ratih Huriyati: Universitas Pendidikan Indonesia
Bambang Widjajanta: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 86-91 from Springer

Abstract: Abstract This research analyzes the influence of reference groups, location, and price perceptions on university selection decisions through brand image among new Jenderal Achmad Yani University students. The research method used was quantitative, with data collection through questionnaires distributed to 210 new students. Partial Least Squares – Structural Equation Modeling (PLS-SEM) is the analysis tool used. The research results show that Reference Group has a non-significant negative effect on Brand Image, Location has a significant positive impact on Brand Image, Price Perception has a significant positive effect on Brand Image, Reference Group has a significant positive effect on Selection Decisions, Price Perception has a significant positive impact on Selection Decisions, Brand Image has a significant positive effect on Selection Decisions. Brand image does not mediate the positive effects of reference groups on selection decisions. Brand image mediates the significant positive effect of location on selection decisions. Brand image mediates the significant positive effect of price perception on selection decisions.

Keywords: Reference Groups; Location; Price Perception; Brand Image; University Selection Decisions (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_11

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DOI: 10.2991/978-94-6463-817-2_11

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