Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)

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The Influence of Perceived Value on Campus Selection Mediated by Brand Trust at Aviation Polytechnics in Indonesia

Authors
Muhammad Caesar Akbar1, Syaifuddin Syaifuddin1, *, Fajar Rezeki Ananda Lubis1, Fenny Krisna Marpaung1
1PUI, Human Resources Management Research and Innovation Center, Universitas Prima Indonesia, Medan, Indonesia
*Corresponding author. Email: syaifuddin@unprimdn.ac.id
Corresponding Author
Syaifuddin Syaifuddin
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-960-5_20How to use a DOI?
Keywords
Perceived Value; Campus Choice; Aviation Polytechnic; Brand Trust
Abstract

The decision to choose a university is crucial for prospective students, as it impacts their future. Therefore, this study will examine the influence of perceived value on campus choice, mediated by brand trust at Aviation Polytechnics in Indonesia. The research method used is associative research and a literary approach. The population was first-semester students at six Aviation Polytechnics in Indonesia. The sample size was 390. The results showed that perceived value significantly influenced brand trust at Aviation Polytechnics in Indonesia. Furthermore, perceived value also significantly influenced the decision to study at Aviation Polytechnics in Indonesia. Likewise, brand trust significantly influenced the decision to study at Aviation Polytechnics in Indonesia. The indirect variable, perceived value through brand trust, significantly influenced the decision to study at Aviation Polytechnics in Indonesia.

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 International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-960-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-960-5_20How 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  - Muhammad Caesar Akbar
AU  - Syaifuddin Syaifuddin
AU  - Fajar Rezeki Ananda Lubis
AU  - Fenny Krisna Marpaung
PY  - 2025
DA  - 2025/12/31
TI  - The Influence of Perceived Value on Campus Selection Mediated by Brand Trust at Aviation Polytechnics in Indonesia
BT  - Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
PB  - Atlantis Press
SP  - 261
EP  - 273
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-960-5_20
DO  - 10.2991/978-94-6463-960-5_20
ID  - Akbar2025
ER  -