Advances in Global Economics and Business Journal
Vol. 2 No. 2 (2021): Advances in Global Economics and Business Journal (AGEBJ)

The Influence of Advertising and Servicescape on Interest in Continuing Studies with Brand Image as a Mediation Variable in Master of Management Mahasaraswati Denpasar University

Luh Kemala Putri Widhiari (Mahasaraswati Denpasar University)
I Gusti Agung Eka Teja Kusuma (Mahasaraswati Denpasar University)
Putu Kepramareni (Mahasaraswati Denpasar University)

Article Info

Publish Date
20 Dec 2021

Abstract

Education has a primary role in the national development agenda during the development period to achieve progress in the social, cultural, political, and economic fields. Globalization has encouraged the emergence of very competitive competition in education, both among State Universities and Private Universities, one of which is Mahasaraswati Denpasar University, especially the Master of Management study program. It was recorded that from 2015 to 2019, there was a significant inequality, as many factors influenced one’s interest in continuing their studies or not their studies. One of the factors is buying interest in educational services. In this study, the number of samples was 272 respondents using the Slovin formula. The sampling method was the stratified random sampling technique. Methods of collecting data were interviews and questionnaires. The data analysis technique was performed using Path Analysis (Structural Equation Modeling-Partial Least Square (SEM PLS). The findings reveal that out of seven hypotheses, six hypotheses are accepted.

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Journal Info
Advances in Global Economics and Business Journal
Website

Abbrev

agebj

Publisher

The Global Academia Publisher

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Description

Advances in Global Economic And Business Journal is an international, peer-reviewed, open-access, online & print publication of scholarly articles. AGEBJ features publications of original research from all disciplines within business, economy, finance and any related topic. By not excluding papers ...