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<title><![CDATA[ANALISIS HUBUNGAN ANTARA DIMENSI BRAND EQUITY DAN PURCHASE INTENTION PROGRAM STUDI TEKNIK KIMIA INSTITUT TEKNOLOGI NASIONAL BANDUNG]]></title>
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<namePart>Sugih Arijanto, S.T., M.M.</namePart>
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<namePart>KAYLA AMELYA AGUSTIAN 132019042KAYLA AMELYA AGUSTIAN / 132019042</namePart>
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<place><placeTerm type="text"><![CDATA[Teknik Industri]]></placeTerm></place>
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<dateIssued><![CDATA[2023]]></dateIssued>
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<note>Jumlah peminat Program Studi Teknik Kimia di Itenas Bandung setiap tahun semakin menurun, hal tersebut menunjukkan diperlukannya strategi branding. Tujuan penelitian ini mengindentifikasi sudut pandang calon mahasiswa dimensi brand equity yang paling signifikan berpengaruh pada branding Program Studi Teknik Kimia Itenas dengan bantuan PLS-SEM. Dasar penelitian menggunakan penelitian Pinar (2020) dan penelitian lain tentang brand equity di pendidikan tinggi. Hasil penelitian ini menyatakan variabel perceived quality paling signifikan berpengaruh positif terhadap brand equity beserta variabel brand equity signifikan berpengaruh positif terhadap purchase intention. Saran dari hasil penelitian ditujukkan untuk Program Studi Teknik Kimia Itenas untuk meningkatkan branding sehingga meningkatkan jumlah calon mahasiswa..</note>
<subject authority=""><topic><![CDATA[brand equity of higher education]]></topic></subject>
<subject authority=""><topic><![CDATA[branding of higher education]]></topic></subject>
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