PENGARUH PERSEPSI HARGA, CITRA MEREK DAN MOTIVASI TERHADAP KEPUTUSAN MEMILIH KULIAH DI STEIN JAKARTA

Abstract

The purpose of this research is to find out the influence of price, brand equity and motivation to purchase decision. Population of this research are STEIN students from the 1st semester  to the 7th semester. Sampling Technique being used is  accidental  sampling with the number of sample of 296 respondents. Data collection   method is using  questionnaires   distributed to respondents and has been tested for the validity  and reliability. Data analysis is done by  descriptive and  quantitative. The quantitative  analysis is using Structural Equation Modeling (SEM). The result of the research shows that price   gives significant influence towards trust  by the  t-value of 3.10 and it has a medium relationship with a correlation value of 0.66, while brand equity does not give  influence towards purchace decision   with t-value at 1.86 and owns a medium relationship with a correlation value of 0.68, and motivation  gives significant influence towards purchase decision  with the  t-value of 7.83 and has got a very strong relationship with a correlation value of 0.91.