Analisis Brand Equity Perguruan Tinggi Swasta di Bandar Lampung

Abstract

Business competition among education services in Bandar Lampung is rapidly raising, including private universities. Brand equity is proven to increase the universities profitability in the long term. This qualitative research aims to provide a comparison of the brand equity among private universities in Bandar Lampung. Through descriptive analysis and cochran q-test from 560 combined informants from high school and collegues found that in high school IIB Darmajaya was Top of mind IIB Darmajaya, Recall brand was Technocrats University, and Brand recognition that they knew IIB Darmajaya from friends and family. Whereas the collegues obtained Top of mind was IIB Darmajaya, Brand recall IIB Darmajaya was identical to Computer Science and Economics, Brand recognition recognizes IIB Darmajaya from logos, slogans and taglines, Brand association that IIB Darmajaya had a good image, good quality private campus, an innovative campus, had a variety of student activities, and Brand loyalty in good categories also. Promotional activities both directly and digitally to high school students absolutely needed to improve IIB Darmajaya's brand recall.