Description
This research is motivated by the high level of university competition, where more than 300 private tertiary institutions in Kopertis III area compete to create sustainable competitive advantage. The main purpose of this study is to analyze the role of education quality, education costs, location and brand image in influencing students’ interest in choosing tertiary institutions. The method used in this research is multiple linear regression method, by testing the F Test and t Test. Furthermore, data processing is carried out using the SPSS program. The results show that there is a significant influence between the quality of education, the cost of education and brand image on the interests of students choosing XYZ colleges, while location is found to have no effect.
