The Role of Brand Equity in Mediation of the Influence of Brand Image and Brand Trust, On the Interest of Prospective Students Choose Bali Tourism Polytechnic

Abstract

The market behavior can help in assessing how much brand equity owned by the Polytechnic of Bali Tourism for its customers, in this case the incoming freshmen or sophomores 3 decides, or at least plan to continue their studies to university namely Bali Tourism Polytechnic. The purpose of this study is to analyze and explain the role of brand equity in mediating the influence of brand image and brand trust, on the interest of prospective students choosing Bali Tourism Polytechnic. The researcher used a qualitative research approach with descriptive research in this study. The population of this research is students who have just graduated from high school in Bali with a total of 28,755 students and the sample of this research is 100 respondents of three high school students in Bali. The data collection method used in this study is participant observation. Data analysis in this study used Structural Equation Modeling (SEM). The results of this study are that brand image has a positive and significant effect on the buying interest of prospective students of the Bali Tourism Polytechnic, brand image has a positive and significant effect on brand equity of the Bali Tourism Polytechnic, brand trust has no significant effect on buying interest of prospective students of the Bali Tourism Polytechnic, brand trust has a positive effect and significant brand equity Polytechnic Tourism in Bali, brand equity has a positive influence on the buying interest of prospective students, can partially mediate the indirect influence of the brand image of the buying interest of prospective students, and fully mediate the indirect influence of brand trust tehadap buying interest from prospective students of the Bali Tourism Polytechnic.