The factors determining the decision of vocational higher education
Keywords:Brand Image, Higher Education, Motivation, Price, Promotion
is study aims to examine the influence of price, promotion, and motivation mediated by brand image on students' decision to choose Lampung State Polytechnic in Lampung Province, Indonesia. The population in this study consists of all active students at Lampung State Polytechnic. The sampling technique used is the probability sampling method, with a stratified random sampling technique carried out proportionally, resulting in a sample size of 115 participants. This research design employs causal studies to examine the influence of variables on other variables. The analytical tools used in this study is quantitative analysis. Research data were collected using questionnaires and analyzed quantitatively using Partial Least-Square Structural Equation Modeling (PLS-SEM). The results indicate that price and promotion have a positive and significant effect on brand image. Additionally, promotion, motivation, and brand image also positively and significantly influence students' decisions to choose Lampung State Polytechnic (Polinela). Brand image serves as a mediator for the influence of price and promotion on students' decisions to choose Lampung State Polytechnic. The findings of this research can be used as a basis for policy makers to formulate effective promotions and cultivate a positive image within the community.
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