English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

The main development of a country can be measured by the education progress. It is all based on people’s awareness to continue their study until college level. That’s why the government must continue their development in the field of education by providing additional college indicated by the significant growth of state universities. It requires the college to compete by improving brand equity to the people’s mind especially for prospective students or students. The strong brand equity in the people’s mind will accelerate decision related enrolled in college. Most state universities in Indonesia are in Surabaya with four public universities. This study aims to determine the effect of brand awareness, brand associations, and the perceived quality of decision to choose state universities in Surabaya. The method used quantitative by multistage sampling in 2012 students of state universities in Surabaya. The results of this study showed that brand awareness has directly effect on the decision to choose state universities in Surabaya. But brand association has no effect on the decision to choose. Those happen on perceived quality which only ITS respondents do not have effect on decision to choose state university in Surabaya. This is due to the differences of strategies used by each state university on students association.

THE EFFECT OF BRAND AWARENESS, BRAND ASSOCIATION, AND PERCEIVED QUALITY ON THE DECISION OF CHOOSING STATE UNIVERSITY IN SURABAYA