Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Influence of Reference Groups, Location, and Price Perception on University Selection Decisions through Brand Image

Authors
Abdul Ahmad Hafidh Nurmansyah1, *, Ratih Huriyati1, Bambang Widjajanta1
1Universitas Pendidikan Indonesia, 40154, Bandung, Indonesia
*Corresponding author. Email: aahafidhnurmansyah@upi.edu
Corresponding Author
Abdul Ahmad Hafidh Nurmansyah
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_11How to use a DOI?
Keywords
Reference Groups; Location; Price Perception; Brand Image; University Selection Decisions
Abstract

This research analyzes the influence of reference groups, location, and price perceptions on university selection decisions through brand image among new Jenderal Achmad Yani University students. The research method used was quantitative, with data collection through questionnaires distributed to 210 new students. Partial Least Squares – Structural Equation Modeling (PLS-SEM) is the analysis tool used. The research results show that Reference Group has a non-significant negative effect on Brand Image, Location has a significant positive impact on Brand Image, Price Perception has a significant positive effect on Brand Image, Reference Group has a significant positive effect on Selection Decisions, Price Perception has a significant positive impact on Selection Decisions, Brand Image has a significant positive effect on Selection Decisions. Brand image does not mediate the positive effects of reference groups on selection decisions. Brand image mediates the significant positive effect of location on selection decisions. Brand image mediates the significant positive effect of price perception on selection decisions.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_11How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abdul Ahmad Hafidh Nurmansyah
AU  - Ratih Huriyati
AU  - Bambang Widjajanta
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Reference Groups, Location, and Price Perception on University Selection Decisions through Brand Image
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 86
EP  - 91
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_11
DO  - 10.2991/978-94-6463-817-2_11
ID  - Nurmansyah2025
ER  -