Pengaruh Citra dan Biaya Pendidikan Terhadap Keputusan Memilih Kuliah (Studi Kasus :Fakultas Ekonomi dan Bisnis Universitas Kristen Krida Wacana Semester I )
The process of achieving the highest education is a person’s efforts and efforts to improve self-quality and their standard of living and future. A person’s ability to achieve the ultimate goal as his ideals needs to be supported, one of which is through Higher Education. Higher Education is very large contribution in efforts to improve the quality of human resources in a country. Higher Education as a producer of educational service products will be sought after and purchased by the public as consumers, because consumers believe that they will be have solid and mature personalities in thinking and acting by entering Higher Education. A tertiary institution will be essential if a tertiary institution has a good image based on the results of public (public/consumer) assessments as one of the supporting factors for consumers choosing it. Another factor that is no less important is the cost of tuition (education) which students consider comparable to what they will get in the form of convenience facilities. Students as consumers will seek and choose universities that provide benefits for themselves. The decision of students to choose UKRIDA to seek knowledge they see and believe that these supporting factors are of benefit to them. Based on the results of the pre-survey, the image and cost of education were taken into consideration by students taking action to decide to choose UKRIDA after going through the stages of consumer behavior. The research was conducted using a quantitative methodology by distributing questionnaires online via the Google form. The data obtained ware processed using the smartPLS 4 application program to obtain validity tests, reliability tests, and hypothesis tests. The results obtained by image significantly effect decisions, while costs have no significant effect on respondents’ decisions to choose UKRIDA to continue their education.
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