Penguatan Brand Image dan Faktornya Meningkatkan Purchase Intention Calon Mahasiswa Polimedia Medan

Siti Aisyah; Hendar Hendar

doi:10.31004/riggs.v4i3.2483

Authors

Siti Aisyah Universitas Islam Sultan Agung Semarang
Hendar Hendar Universitas Islam Sultan Agung Semarang

DOI:

https://doi.org/10.31004/riggs.v4i3.2483

Keywords:

Digital Marketing, Perceived Quality, Brand Identity, Purchase Intention

Abstract

Penelitian ini bertujuan mengkaji pengaruh komunikasi pemasaran digital, perceived quality, dan brand identity terhadap brand image serta pengaruh brand image terhadap purchase intention pada calon mahasiswa Politeknik Negeri Media Kreatif PSDKU Medan. Penelitian menggunakan pendekatan kuantitatif dengan desain survei; pengumpulan data dilakukan melalui kuesioner ber-skala Likert yang diisi oleh 151 responden calon mahasiswa. Analisis data meliputi analisis deskriptif dan uji inferensial untuk menguji hipotesis mengenai hubungan antarvariabel. Hasil penelitian menunjukkan bahwa komunikasi pemasaran digital, perceived quality, dan brand identity berpengaruh positif dan signifikan terhadap brand image. Selanjutnya, brand image terbukti berkontribusi positif dan signifikan dalam meningkatkan purchase intention calon mahasiswa. Temuan ini menegaskan pentingnya pengelolaan strategi pemasaran digital yang konsisten, peningkatan persepsi kualitas layanan dan fasilitas, serta penguatan identitas merek institusi untuk membentuk citra positif yang mendorong keputusan pendaftaran. Implikasi praktis penelitian memberi arahan kepada pengelola pemasaran perguruan tinggi untuk mengintegrasikan upaya digital marketing, manajemen kualitas, dan pengembangan identitas merek dalam strategi rekrutmen calon mahasiswa.

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