The relationship between university brand trust and personal selling on students' decisions to choose tourism majors)

  • Charles Parnauli Saragi Institut Bisnis dan Informatika Kesatuan, Bogor
  • Bambang Hengky Rainanto Institut Bisnis dan Informatika Kesatuan, Bogor
Keywords: Personal selling, Brand Trust, Campus Choice Decision, Tourism Study Program, Tourism campus in Indonesia

Abstract

The number of universities that manage tourism majors in Indonesia is 48 universities, so it is necessary to
examine the parameters selected by prospective students in choosing the campus they are going. This study aims
to determine from university brand trust and personal selling to student decisions in choosing tourism majors
Positiveistic research methodology with a quantitative approach, with data collection through a survey method
using a questionnaire. Respondents are new students who are majoring in tourism in the first semester. The
theory used is Stimulus – Organism – Response. Based on the results obtained, there is a significant influence
with a value of 0.019 which means that it has a positive effect with an interval value of 2,433, so that the
conclusion is that university brand trust affects students choosing to study in the Department of Tourism and has
a very strong influence, then there is a significant influence with a value of 0.035 which means it has an effect
positive with an interval value of 2434. The overall conclusion in this study is that university brand trust and
personal selling both have a strong influence but brand trust is stronger in influencing students to choose to
study in the tourism department. The benefit of this research is to help university marketing parties in terms of
getting new students.
Keywords: Personal selling, Brand Trust, Campus Choice Decision, Tourism Study Program, Tourism campus
in Indonesia

Published
2021-12-25