Pengaruh Promosi Dan Word-Of-Mouth Terhadap Citra Merek S1 Prasetiya Mulya

The research was based on the interest of marketing activities conducted on service industry, especially Higher Education. The main source of income on Higher Education came from the payments of the students who register and participate in educational programs. Brand image plays a role in determining the purchasing decisions made by prospective students in choosing a higher education. The purpose of this research was to examine the relationship between promotion and word-of mouth or unpaid publicity with the Higher Education brand image. The research was conducted on 200 high school students in Jakarta. School that is used as the sample in this research is SMAK 1 BPK Penabur, Al-Izhar Pondok Labu, dan Lab School Kebayoran. This research can be categorized as a quantitative survey. Sampling technique that is used is a non-probability sampling technique using convinience sampling. Data analysis conducted in two ways, first purifying the instrument (factor analysis) and then model testing (SEM) assisted using SPSS 16 and SPSS AMOS 18. The finding of this research showed that the promotion and word-of-mouth have a significant effect on brand image of higher education especially in S1 Prasetiya Mulya. Promotion have a stronger effect than word-of-mouth to the Higher Education brand image.