The Effect of Brand Identity and Brand Equity Is Mediated by Brand Trust on Interest in Studying at the LP3I Polytechnic, Medan

Abstract

This study aims to determine the effect of brand identity and brand equity, mediated by brand trust, on interest in choosing to study at the Medan LP3I Polytechnic. The type of research is quantitative associative research, and the data analysis techniques used are descriptive statistics and structural equation modeling analysis. The population and sample in this study were 180 high school alumni, with the sampling technique using accidental sampling. The results of this study state that brand identity has a positive and significant effect on interest in studying in college; brand equity has a positive and significant effect on interest in studying; brand trust has a positive and significant effect on interest in studying; brand trust is able to mediate positively and significantly between the effect of brand identity on interest in studying; and brand trust is able to mediate positively and significantly between the effect of brand equity on interest in studying. Keywords: Brand Identity, Brand Equity, Brand Trust, Interest in Studying.