| dc.description.abstract | This study aims to determine the effect of Brand Identity (Brand Identity) and
Brand Equity (Brand Equity) mediated by Brand Trust (Brand Trust) on Interest
in choosing to study at the Medan LP3I Polytechnic.In general, LP3I Medan has
experienced a decrease in the number of students by an average of 10% each year
in the last 5 (five) years, where on the one hand LP3I Medan has a good record of
achievement and recognition as the best private polytechnic in North Sumatra, this
is a gap and a decline in public trust and interest in studying at LP3I Medan. The
type of research used by the author is quantitative associative research. The data
analysis technique used is descriptive and analytical statistical methods Structural
Equation Model (SEM). The population and sample in this study were 180
students/i alumni of SMA/K/MA with the sampling technique using Incidental
Sampling/Accidental Sampling. The results this research state that regularly direct
Brand Identity positive and significant effect on Interest in College, Brand Equity
positive and significant effect on Interest in College, Brand Trust positive and
significant effect on Interest in College, Brand Trust able to mediate positively
and significantly between influences Brand Identity to interest in lectures, and
Brand Trust able to mediate positively and significantly between influences Brand
Equity interest in college. Broadly speaking, it can be concluded that if the
variable Brand Equity directly tries to influence someone's buying interest or
interest in studying at LP3I Medan, the magnitude of the influence is 28.4%,
while if through or Brand Trust it will increase by 18.6%. While variables Brand
Identity if you directly try to influence someone's buying interest or interest in
studying at LP3I Medan, the magnitude of the effect is 25.7%, while if you go
throughBrand Trust it will increase by 17.3%. | en_US |
