Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Abstract

Purpose: The purpose of this study is to create an empirical model of behavioral intentions of students at a private STIE institution in Medan. The survey method is the explanation survey method. Theoretical framework : The nature of the investigation in this study is causality by finding causality as a result of the events under investigation. stated that from the perspective of marketing, there is the influence of the institutional image and reputation on the behavior of customers, regardless of the lack of empirical evidence. Many authors assert that the image and reputation of good institutions help the Organization increase sales and market share. Design/methodology/approach : The research method used is quantitative. The unit of analysis for this study is a private STIE institution in Medan, while the unit of observation is a sample size of 400 Students. Findings : The results of this research seem to have resulted in a positive image of students at university when they recognize their own values. However, students will choose college students if they have a friendly group that encourages them. Indirectly, students' behavioral intentions to select more influential college students are determined by the value they perceive through the institution's image. Research, Practical, and Social Implications: The Study in the managerial aspect. If group references are later reflected in the normative group references followed by prospective students, and subsequently reflected through relationships, if students' perceived worth is positive, this enhances the institution's image and may later be reflected in the educational institution. learning environment. Originality/ value: This study focuses on STIE students only including their decision to choose a tertiary institution. Research results are very valuable for universities to attract prospective students to choose their universities.