ANALISIS EKUITAS MEREK DALAM PERSAINGAN PERGURUAN TINGGI SWASTA DI KOTA PALEMBANG

Abstract

There are several factors as the preferences of prospective students in choosing a university, including the reputation of private universities (PTS) which is reflected in the strength of brand equity. Brand equity becomes spearhead for the competitiveness of companies and is very helpful for marketing strategy. The research objective is to analyze the brand equity of PTS in Palembang. The method is a survey of 200 students in grades 3 of 46 high school (SMU/MA/SMK), both public and private in Palembang. The results showed that the brand Bina Darma University were at first at the top of mind. For brand association there are six associations that make up the brand image of PTS, including the strategic location; application of information technology up to date, and quality learning process. Indicators used wholly perceived quality is considered very important, particularly the quality of the lecturer and the learning process is superior.