ANALISIS FAKTOR- FAKTOR YANG MEMPENGARUHI KEUNGGULAN UNWAHAS TERHADAP MINAT MENJADI MAHASISWA PADA UNIVERSITAS WAHID HASYIM SEMARANG

Abstract

Changes that occured in the global business environment  increase the competition
among higher education institutions. Each of the institutions attempting to offer higher
services performance and showing the benefits, the uniqueness, and the competence of the
institutions in order to fullfil the need of the community. Highly competition among private
college has a positive impact in improving their service and education quality, but in
opposite have a negative impact in decreasing the number of students at many private
universities, and increasing the bankruptcy  risk of the college. In general, private college
depends on their student fees. It needs a hard effort to get to maintain as well as get students.
This study analyzes the iinterest of students in  institution’s image and competitive
advantages of Wahid Hasyim Semarang University. Research problems emerge from 2 (two)
things: first, it comes from research gap from previously research literature, eg, referring to
the limitations and research directions and inconsistence results of the previous findings such
as the Thomas E. Decarlo.dkk; Jyh-Shen Chiou and Cornelia Droge (2006), Shue-Ching
Hong, and YJ James Goo (2004), Yoo et al. (2000), Dodds et al. (1991), Radnor and Lovell
(2003), Grewal, Monroe, and Krishan (1998). The second problem comes from the data
found that provide overall excellence and interest of the Wahid Hasyim University students.
This research was conducted to determine the factors that influence the institutions image
and brand that will increase the Perceived Quality of Unwahas excellency. This research
developed a theoretical model in proposing four hypotheses and examined using Structural
Equation Model (SEM). The 150 respondents used in this study were taken from students at
the University Wahid Hasyim.
Keywords:  corporate image, brand Perceived Quality, excellence Unwahas,  
student interest