THE EFFECT OF COLLEGE IMAGE ON THE PREFERENCE RECOMMENDATION (A Case Study at STIE Perbanas Surabaya)

THE EFFECT OF COLLEGE IMAGE ON THE  PREFERENCE RECOMMENDATION 

(A Case Study at STIE Perbanas Surabaya)

By Soni Harsono

STIE Perbanas Surabaya

soni@perbanas.ac.id

ABSTRACT

The success of Universities to attract the prospective students undoubtedly depends on the college’s Image. When it has good image, the university can be assumed to have attracted any prospective students.  Therefore, the most important thing is whether the university image is felt by the students as they expected. How to relate the recommendation preference with other parties is required. In this case the prospective students should be dragged into the university image.. This research tries to get accurate data on the students’ evaluation towards the university image. This research uses 150 students of STIE Perbanas Surabaya as the respondents. These students were of the Batch 2009 -2010.  These 150 students were taken by accidental sampling. The analysis used in this study was Struktural Equation Modeling (SEM) with SmartPLS (Partial Least Square) program version 1.0. The result shows that college image has significant effect on the recommendation preference with positive direction. It also shows that when there is a good experience with STIE Perbanas Surabaya (university) the students tend to recommend other prospective students and make them confident with this college.

Keywords: college image and preference recommendation, satisfaction, loyalty.

http://issuu.com/lawrencebabanto/docs/gcebes_abstract