The Re-Branding of IKIP Padang to UNP: How the Changes in Brand Awareness and Brand Image Would Affect Student’s Enrollment Interest?

Abstract

The purpose of this research was to analyze the effect of brand image and brand awareness on the 1999’s re-branding of Institut Keguruan dan Ilmu Pendidikan Padang (IKIP Padang) to Universitas Negeri Padang (UNP) towards West Sumatera’s highscool student’s enrollment interest. The population of this research are the West Sumatera’s highschool students. To determine the sample, this research uses random sampling method. Based on BPS data (Indonesia’s Central Beaureau fo Statistics), the number of high school students in West Sumatra amounted to 34.701 students, and by using "Krejcie table", the sample found to be of 380 students. Whereas for data analysis, multiple regression with descriptive analysis and inductive analysis was used. The result showed that (1) UNP’s brand awareness has a positively significant influence towards highscool student’s enrollment interest, (2) UNP’s brand image has a positively significant influence towards highscool student’s enrollment interest, (3) both UNP’s bramd awareness and brand image has a positively significant influence towards highscool student’s enrollment interest. Based on this research, the top management of Universitas Negeri Padang is advised to: (1) Increase the UNP’s brand awareness and brand image in the minds of prospective students, especially with it’s motto “Alam Takambang Manjadi Guru”, (2) Introduce and disseminate the information about UNP’s official website fe.unp.ac.id to prospective students, and (3) Provides information about the difference between IKIP Padang and UNP to the prospective students