PENGARUH BRAND AWERENESS DAN BRAND IMAGE TERHADAP KEPUTUSAN MAHASISWA DALAM MEMILIH PRODI MANAJEMEN DIMEDIASI KEPERCAYAAN PADA PROGRAM PASCASARJANA UNIVERSITAS ABDUL AZIS LAMADJIDO

Abstract

The aim of this research is to determine and analyze the influence of Brand Awareness and Brand Image on Students' Decisions in Choosing Trust-Mediated Management Study Programs in the Postgraduate Program at Abdul Azis Lamadjido University. The type of research used is quantitative research. And the analysis method used in this research is SEM PLS (Partial Last Square), data collection in this research is a questionnaire. The number of samples in this study was 61 respondents. The analysis results show that Brand Awereness does not have a significant relationship with Trust. Brand Image has a significant relationship with a positive direction towards Trust. Trust has a significant relationship in a positive direction towards Choosing Decisions. Brand Awereness has a significant relationship with a positive direction towards Choosing Decisions. Brand Image has a significant relationship with a positive direction towards Choosing Decisions. Brand Aweness must be mediated by Trust so that it can influence Choosing Decisions. Brand Image has a direct relationship to Choosing Decisions which is mediated by Trust

Keywords: Brand Awareness, Brand Image, Choosing Decisions, Trust