Track: Entrepreneurship

Abstract

The purpose of this study is to examine the direct and indirect effects of brand image (institution image, user image and product image) on the decision of choosing Business Administration study program at STIAMAK Barunawati Surabaya with employment opportunities as mediation. This research was conducted at STIAMAK Barunawati Surabaya, Indonesia. This research used quantitative and explanatory research. The total population reaches 224 and sample is determined using Slovin formula and get 69 people. Data analysis is performed using smartPLS 3.0 Software with Structural Equation Modeling (SEM) techniques. The results show that there is a significant influence of the institution image on employment opportunities. There is no significant effect of user image on employment opportunities. There is a significant influence of the product image on the employment opportunities. There is no significant effect of institution image on the decision of choosing Business Administration study program. There is no significant effect of user image on the decision of program selection. There is a significant influence of product image on the decision of program selection. There is a significant influence of employment opportunities on the decision of choosing the program. The institution image influences the decision of selecting program. Employment opportunities do not function as intervening variables of the influence of user image on the decision of selecting program. The product image influences the decision of choosing Business Administration study program at STIAMAK Barunawati Surabaya with employment opportunities as intervening variables.