Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Manajemen Jurnal Komunikasi Indonesia
Yuli Harwani, Yuli
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Jurnal Manajemen

 1 
MEMAHAMI PERAN EKUITAS MEREK SEBAGAI KEUNGGULAN BERSAING TERHADAP PENGAMBILAN KEPUTUSAN DALAM PEMILIHAN PERGURUAN TINGGI Harwani, Yuli
Jurnal Manajemen Vol 21, No 3 (2017): October 2017
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v21i3.259

Abstract

This study aims to understand the role of brand equity as a competitive advantage associated with the decision-making process in the selection of universities. The research method used in this research is descriptive method. The object of this research as many as 100 people in West Jakarta, especially in the area of Kembangan and Kebon Jeruk. The approach used in this research is Structural Equation Model (SEM) with Smart PLS analysis tool. The results showed that brand equity has a positive and significant impact on competitive advantage. Brand equity has a positive and significant impact on decision stability. However, competitive advantage shows no effect on decision making.
Co-Authors Dudi Permana, Dudi Erna Sofriana Imaningsih Hesti Maheswari Mahadewi, Erlina P. Panigoro, Erwin