Higher Education: The Impacts of Educational Brand on Students’ Decision to Enroll Through Advertising Brochures for Higher Education Institutions in Surabaya Indonesia

Abstract

This chapter examines the impacts of education brand on students’ decisions through advertising brochures for higher education institutions in Surabaya Indonesia. This chapter uses a random sampling in selecting the accredited senior high schools in Surabaya as the target groups and two outstanding accredited universities, representing Information Technology and Entrepreneurship programs as the objects. A questionnaire was administered to senior high school students in grade 12. The study indicated that attractive brochures helped students distinguish and define differences among the two universities. Moreover, the study found that the brand image of a university was significantly related to the student’s decision to enroll. Student’s good perceptions on the educational brand was a good model for predicting the students’ decisions to enroll in the university.