The Influence of Brand Equity and STP Towards Pricing Strategy and the Impact on Decision Making

Ryan Kurniawan,Zeffanya Raphael Wijaya,Mohd Haizam Mohd Saudi

doi:10.14419/ijet.v7i4.34.25304

Ryan Kurniawan, Zeffanya Raphael Wijaya + Show 1 more

Open Access

https://doi.org/10.14419/ijet.v7i4.34.25304

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Abstract

This research was conducted to find out the influence of brand equity, STP, pricing strategy, and decision making to increase the number of new students every year at the Excellent Class Wiyata Indonesia Management Institute (IMWI) located in Sukabumi City. This is because higher education is one of the driving forces of success of a nation to move forward and able to compete with other nations, then a university should be able to run a quality operational and service, as mandated by law. This research uses an explanatory method, a questionnaire with 5-point scale used to collect data, in order to measure indicators of variables studied. The sample obtained is 163 students, with calculation using Slovin formula, (1) there is an influence of brand equity and STP on decision making, either partially or simultaneously, (2) there is influence of brand equity and STP on pricing strategy, (3) there is an intervening pricing strategy towards decision making. The results of this study are very important for the IMWI Rector to evaluate how to increase the number of students and IMWI images in the minds of the people.

Highlights

Formal education is currently generally seen as having an important role in the development of Indonesian human resources so that they have good character, have adequate knowledge and expertise to be competitive, both locally and nationally and even internationally
Validity test results show that all questions have r count > r table (0.361), so that each question item variable brand equity, segmentation targeting positioning (STP), decision making, and pricing strategy are declared valid, and none the question item that fall
Some of the results of previous studies that differ in relation to decision making, reveal that decision making is influenced by brand equity, Segmentation Targeting Positioning (STP), and pricing strategy

Summary

Introduction

Formal education is currently generally seen as having an important role in the development of Indonesian human resources so that they have good character, have adequate knowledge and expertise to be competitive, both locally and nationally and even internationally. Wiyata Indonesia Foundation felt the need to get involved in the field of higher education on the basis of Article 28 C of the Constitution 45, namely by setting up a college named, Wiyata Indonesia Management Institute (IMWI) in Sukabumi. The IMWI Rector designed a promotion strategy to support the operational path and at the same time survive competition among universities in Sukabumi. It is unfortunate that apparently the strategy has not been able to influence prospective students to make decisions to become IMWI Excellent Class students, so that the annual target has not been achieved in recent years since 2014 - 2017.

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