Pendidikan merupakan prioritas utama bagi masyarakat, dengan suatu usaha dalam mewujudkan proses pembelajaran yang dinamis, aktif, dan modern supaya dapat mengembangkan potensi dirinya untuk memiliki kecerdasan secara intelektual, kekuatan spiritual keagamaan, pengendalian diri, kepribadian, akhlak mulia, serta ketrampilan yang diperlukan dirinya dan masyarakat. Penelittian ini bertujuan untuk mengetahui pengaruh citra merek (brand image) terhadap keputusan mahasiswa memilih Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura. Data ini dikumpulkan dari 89 mahasiswa aktif Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura angkatan 2016 yang menjadi responden dalam penelitian ini. Teknik yang digunakan dalam penelitian ini adalah Stratified Random Sampling, yaitu teknik pengumpulan sampel berdasarkan strata,yaitu penentuan jumlah sampel yang sudah dibagi oleh peneliti berdasarkan klasifikasi strata. Berdasarkan hasil penelitian membuktikan bahwa variabel independen dari citra merek (brand image) yang terdiri dari identitas merek (brand identity), personalitas merek (brand personality), asosiasi merek (brand association), sikap merek (brand attitude), dan manfaat merek (brand benefit) berpengartuh positif terhadap variabel dependent (keputusan mahasiswa). Dan koefisien determinasi (R 2 ) yang diperoleh sebesar 0,892 hal ini menunjukkan 89,2% keputusan mahasisiwa dapat di jelaskan oleh variabel citra merek (brand image), sedangkan 10,8% dipengaruhi oleh variabel-ariabel lain yang tidak di teliti dalam penelitian ini. Kata kunci: Citra Merek (brand image), (brand identity), (brand personality), aosiasi merek (brand association), sikap merek (brand attitude), manfaat merek (brand benefit), keputusan mahasiswa memilih fakultas.

Frendi Prasutiyo, 2017. Influence Brand Image Against Student Decision Select Faculty of Economics And Business Universitas Trunojoyo Madura (Study on Faculty of Economics and Business Faculty of Trunojoyo Madura University). Under the guidance of Fathor AS, S.E., M.M and Yudhi Prasetya Mada, S.E., M.M Education is a top priority for the community, with an attempt to realize the learning process is dynamic, active, and modern in order to develop the potential for him to have the intelligence intellectual, spiritual power of religion, self-control, personality, character, and skills required him and society. Research aims the determine the effect of brand image against of decision of the students choose the Economics and Business Faculty, Trunojoyo of University. This data was collected from 89 active students of the Economics and Business Faculty Trunojoyo of Madura University force in 2016 who were responden in this study. The technique used in this study was stratified random sampling the sample collection technique based strata, namely determinebnumber of samples that had been shared by researchers based on the classification of strata. Based on the research result prove that the independent variabel of brand image, which consists of brand identity, brand personality, brand association, brand attitude and the benefits of the brand positive influencing the dependent variabel (student’s decision). And the coefficient of determination (R 2 ) obtained amounted to 0,892 this means that 89,2% student decision can be explained by the variable of brand image, while 10,8% are influenced by other variabel-variabel not researched in this study. Keywords: brand image, brand identity, brand personality, brand association, brand attitude, the benefits of brand, students choose a faculty decision.

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