Relations Brand Image PT. Indorama Synthetics Tbk With The Decision Student Choose To Institute Politeknik Enjinering Indorama

Abstract

For a company brand image is the most important asset to note. Brand image is one of the factors that can influence the making of a particular decision, consumers will be more likely to be interested in making decisions with a positive brand image. High brand image can be built through activities or programs owned by the company and one of them through corporate social responsibility (CSR) program. The components to measure brand image are the types of brand associations, brand association support, brand association power, and the uniqueness of brand associations. The purpose of this research is to know how big the relationship between brand image (brand image) which include component of brand association, support of brand association, brand association strength and uniqueness of brand association with student decision choose Institut Politeknik Enjinering Indorma. The method used in this research is quantitative method with correlational approach, by using Spearman rank correlation formula. Data collection techniques in the form of questionnaires, interviews, and literature study. The results of the research indicate that the components of brand image variable consisting of brand association, brand association support, brand association strength and uniqueness of brand association have a moderate or significant relationship with the student's decision to choose Indorama Polytechnic Institute Polytechnic.