Linking Quality Perceptions to Student Decisions: A Study of Private Universities in Bandung, Indonesia
Keywords:
college preference, higher education, intention, perceived quality, studentAbstract
This study examines how students’ perceptions of quality at private universities in Bandung influence their college preferences and enrollment intentions to continue their master's studies. With the increasing number of private universities in Indonesia, particularly in Bandung, competition for students has grown. Perceived quality, including academic reputation, facilities, and service, plays a key role in students’ decision-making. Previous studies highlight the impact of institutional image, service quality, and promotional efforts on student enrollment intentions. However, there is limited research focusing specifically on how perceived quality influences college preference and enrollment intention in private universities in Bandung. This study fills this gap by examining the direct and indirect effects of perceived quality on student intention, mediated by college preference. The research questions address the influence of perceived quality on preferences, the impact of preferences on intention, and the mediating role of preferences between perceived quality and intention. Data were collected via questionnaires from 400 prospective and current students across 14 private universities in Bandung. Using Structural Equation Modeling with Partial Least Squares (SEM-PLS), the study tested relationships between perceived quality, college preference, and student intention. Findings reveal that perceived quality significantly influences college preference but has no direct significant effect on student intention. College preference significantly affects student intention and mediates the relationship between perceived quality and intention. The study suggests that universities should enhance perceived quality to shape student preferences and implement targeted strategies to convert them into actual enrollment decisions.
Downloads
References
Agrey, L., & Lampadan, N. (2014). Determinant factors contributing to student choice in selecting a university. Journal of Education and Human Development, 3(2), 391-404. https://ro.uow.edu.au/articles/thesis/Students_perceptions_of_choice_criteria_in_the_selection_of_an_Indonesian_public_university/27660195?file=50368482
Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In Action Control. https://doi.org/10.1007/978-3-642-69746-3_2
Bailey-Davis, L., Virus, A., McCoy, T. A., Wojtanowski, A., Vander Veur, S. S., & Foster, G. D. (2013). Middle School Student and Parent Perceptions of Government-Sponsored Free School Breakfast and Consumption: A Qualitative Inquiry in an Urban Setting. Journal of the Academy of Nutrition and Dietetics, 113(2). https://doi.org/10.1016/j.jand.2012.09.017
Bass, F.M., Talarzyk, W.W., 1972. An attitude model for the study of brand preference. J. Market. Res. 9 (1), 93–96. https://doi.org/10.2307/3149618
Bass, F. M., & Wilkie, W. L. (1973). A comparative analysis of attitudinal predictions of brand preference. Journal of Marketing Research, 10(3), 262-269. https://doi.org/10.2307/3149693
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. Service Industries Journal, 29(12). https://doi.org/10.1080/02642060902793557
Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management, 14(1). https://doi.org/10.1016/j.jairtraman.2007.11.003
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1) https://api.semanticscholar.org/CorpusID:15044232
Chomvilailuk, R., & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, 22(3), 397–418. https://doi.org/10.1108/13555851011062296
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3). https://doi.org/10.1080/00913367.1995.10673481
Cortes, S., Agero, A., Agravante, E. M., Arado, J., Arbilon, C. A., Lampawog, E., Letrondo, A. F., Lorca, A., Monsanto, A., Pineda, H., Ramas, C., Rosales, R., Sadili, C., Sayson, J., & Tubog, R. (2023). Factors influencing students’ intention to enroll in Bachelor of Science in Biology: A structural equation modelling approach. Cogent Education, 10(2). https://doi.org/10.1080/2331186X.2023.2273635
DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Dao, M. T. N., & Thorpe, A. (2015). What factors influence Vietnamese students’ choice of university? International Journal of Educational Management, 29(5). https://doi.org/10.1108/IJEM-08-2014-0110
Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3). https://doi.org/10.1016/j.jretconser.2013.11.001
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A Brand Preference and Repurchase Intention model: The Role of Consumer Experience. Journal of Marketing Management, 32(13–14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Fitriani, E. (2024). The Impact of Student Attachment on University Reputation: An Analysis of Perceived Quality and Perceived Value. International Journal of Marketing and Digital Creative, 2(2), 33. https://doi.org/10.31098/ijmadic.v2i2.2328
Fitriani, E., Helmi, A., Sucherly, Kaltum, U (2025). Shaping futures: How student experience and perceived quality drive college preferences for postgraduate studies in Bandung, Indonesia. Knowledge and Performance Management. 9(1), 124-138, Business Perspectives http://dx.doi.org/10.21511/kpm.09(1).2025.09
Hair, J., Black, W.C., Babin, B. J., & Anderson, R.E. (2010). Multivariate Data Analysis (7th Edition). NJ: Prentice-Hall Publication. https://www.pearson.com/en-us/subject-catalog/p/multivariate-data-analysis/P200000003527?
Hansopaheluwakan, S., Oey, E., & Setiawan, Y. (2020). The impact of brand equity and brand trust towards purchase intention through brand preference. PalArch’s Journal of Archaeology of Egypt/Egypptology, 18(1) https://e-journal.citakonsultindo.or.id/index.php/IJEVSS/article/download/1210/1036
Hellier, P.K., Geursen, G.M., Carr, R.A. and Rickard, J.A. (2003), "Customer repurchase intention: A general structural equation model", European Journal of Marketing, 379(11). https://doi.org/10.1108/03090560310495456
Ho, Y. C. (2007). A study of consumers’ purchase intentions toward retail store brands in the food sector. Unpublished master thesis, Ming Chuan University, Taiwan. https://www.grafiati.com/en/literature-selections/food-retail-stores/dissertation/
Hung, K. peng, Chen, A. H., Peng, N., Hackley, C., Tiwsakul, R. A., & Chou, C. lun. (2011). Antecedents of luxury brand purchase intention. Journal of Product and Brand Management, 20(6). https://doi.org/10.1108/10610421111166603
Kamal Basha, N., Sweeney, J. C., & Soutar, G. N. (2020). Evaluating students’ preferences for university brands through conjoint analysis and market simulation. International Journal of Educational Management, 34(2). https://doi.org/10.1108/IJEM-11-2018-0359
Kao, T.H. (2007), “University students’ satisfaction: an empirical analysis”, Master of Commerce and Management thesis, Lincoln University, Jefferson City, MO. https://hdl.handle.net/10182/1833
Kayombo, K. M., Mudenda, G., Mweemba, B., & Nduli, J. (2020). Understanding Postgraduate Student Preferences for University Choice in Zambia: The Case of ZCAS University. Journal of Education and Vocational Research, 10(2(V)). https://doi.org/10.22610/jevr.v10i2(v).2978
Khashab, B., Gulliver, S. R., & Ayoubi, R. M. (2020). A framework for customer relationship management strategy orientation support in higher education institutions. Journal of Strategic Marketing, 28(3). https://doi.org/10.1080/0965254X.2018.1522363
Kotler, P., & Keller, K. L. (2012). Marketing management: Pearson Prentice Hall. https://www.pearson.com/en-us/subject-catalog/p/marketing-management/P200000003056?utm_source=chatgpt.com
Kwek, C. L., Lau, T. C., & Tan, H. P. (2010). The ‘ Inside-out ’ and ‘ Outside-in ’ Approaches on Students ’ Perceived Service Quality : Management Science and Engineering, 4(2). https://citeseerx.ist.psu.edu/document?doi=1639b5c7bc57e7d568682e0ae3eb6518dc73bf40&repid=rep1&type=pdf&utm_source=chatgpt.com
Lee, J. E., Goh, M. L., & Mohd Noor, M. N. bin. (2019). Understanding purchase intention of university students towards skin care products. PSU Research Review, 3(3). https://doi.org/10.1108/prr-11-2018-0031
Liu, M. T., Wong, I. A., Shi, G., Chu, R., & Brock, J. L. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3). https://doi.org/10.1108/JSM-09-2012-0171
Liu, J., & Smeesters, D. (2010). RETRACTED: Have you Seen the News Today? The Effect of Death-Related Media Contexts on Brand Preferences. Journal of Marketing Research, 47(2), 251-262. https://doi.org/10.1509/jmkr.47.2.251
Maguire, J., & Lay, R. (1981). Modeling the College Choice Process: Image and Decision. College and University, 56. https://eric.ed.gov/?id=EJ236933&utm_source=chatgpt.com
McKimm, J. (2003). Assuring quality. Handbook for teaching and learning in higher education, 182. https://phongdbcl.ntu.edu.vn/uploads/47/files/old/Tu%20lieu%20tham%20khao/Phuong%20phap%20giang%20day/handbook%20for%20teaching%20and%20learning.pdf?utm_source=chatgpt.com
Muthitcharoen, A., Palvia, P. C., & Grover, V. (2011). Building a model of technology preference: The case of channel choices. Decision Sciences Journal, 42(3), 205–241.
(Proposed the Technology Preference Model, integrating explicit preference components into traditional TAM frameworks) onlinelibrary.wiley.com+3
Narang, R. (2012). How do management students perceive the quality of education in public institutions? Quality Assurance in Education, 20(4). https://doi.org/10.1108/09684881211263993
Nyangau, I. K., & Mburu, D. K. (2014). Effects of Outsourcing Strategy on Procurement Performance Among Universities in Kenya. International Journal of Economics, Commerce and Management, 2(11). http://erepository.uonbi.ac.ke/handle/11295/106551
Obermeit, K. (2012). Students’ choice of universities in Germany: structure, factors and information sources used. Journal of Marketing for Higher Education, 22(2). https://doi.org/10.1080/08841241.2012.737870
O'Cass, Aron & Lim, Kenny (2002) The Influence of Brand Associations on Brand Preference and Purchase Intention, Journal of International Consumer Marketing, 14:2-3, 41-71, http://doi.org/10.1300/J046v14n02_03
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4). https://doi.org/10.1177/002224298504900403
Peng, P., & Samah, a. (2006). Measuring students’ satisfaction for quality education in a e-learning university. UNITAR E-Journal, 2(1). https://api.semanticscholar.org/CorpusID:55290976
Pool, J. K., Asian, S., Abareshi, A., & Mahyari, H. K. (2018). An examination of the interplay between country-of-origin, brand equity, brand preference and purchase intention toward global fashion brands. International Journal of Business Forecasting and Marketing Intelligence, 4(1), 43–63. https://doi.org/10.1504/IJBFMI.2018.088628
Sambath, P., & Jyh-Fu Jeng, D. (2015). The Effects of Celebrity Endorsers on Brand Personality, Brand Trust, Brand Preference and Purchase Intention. In The Sustainable Global Market place. https://doi.org/10.1007/978-3-319-10873-5_256
Shahijan, M. K., Rezaei, S., & Guptan, V. P. (2018). Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance, and continues intention. International Review on Public and Nonprofit Marketing, 15(2). https://doi.org/10.1007/s12208-018-0198-2
Shields, A. B., & Peruta, A. (2019). Social media and the university decision. Do prospective students really care? Journal of Marketing for Higher Education, 29(1). https://doi.org/10.1080/08841241.2018.1557778
Silva, A. R. N., & Fernando, P. M. P. (2021). The Impact of Brand Equity on Customer Brand Preference & Purchase Intention: With Special Reference to Automobile Industry in Sri Lanka. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3862930
Solesvik, M. Z., Westhead, P., Kolvereid, L., & Matlay, H. (2012). Student intentions to become self-employed: The Ukrainian context. Journal of Small Business and Enterprise Development, 19(3). https://doi.org/10.1108/14626001211250153
Stukalina, Y. (2015). Management of higher education institutions: Searching for the ways to gain competitive advantage. Economics and Culture, 12(1), 87–98. https://doi.org/10.1515/jec-2015-0009
Sumaedi, S., Bakti, I. G. M. Y., & Metasari, N. (2011). The Effect of Students' Perceived Service Quality and Perceived Price on Student Satisfaction. Management Science and Engineering, 5(1), 88–97. https://doi.org/10.3968/j.mse.1913035X20110501.010
Supe, L., Zeps, A., Jurgelane, I., & Ribickis, L. (2018). Factors affecting the competitiveness of a higher education institution: Systematic literature overview. Research for Rural Development, 2. https://doi.org/10.22616/rrd.24.2018.079
Teo, T., Zhou, M., Fan, A. C. W., & Huang, F. (2019). Factors that influence university students’ intention to use Moodle: a study in Macau. Educational Technology Research & Development, 67(3) https://doi.org/10.1007/s11423-019-09650-x
Teeroovengadum, V., Kamalanabhan, T. J., & Seebaluck, A. K. (2016). Measuring service quality in higher education: Development of a hierarchical model (HESQUAL). Quality Assurance in Education, 24(2). https://doi.org/10.1108/QAE-06-2014-0028
Wang, E. S. T. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail and Distribution Management, 41(10), 805–816. https://doi.org/10.1108/IJRDM-12-2012-0113
Wang, Y., & Tsai, C. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award-Winning Mutual Funds. International Journal of Business & Finance Research, 8(2). https://ssrn.com/abstract=2322833
Watty, K. (2006). Want to know about quality in higher education? Ask an academic. Quality in Higher Education, 12(3). https://doi.org/10.1080/13538320601051101
Wu, T. L. (2006). The impact of perceived quality and brand loyalty on purchase intention of product extension: An empirical study of dual brand handset customization of mobile firms. Unpublished master's thesis, National Cheng Kung University, Taiwan. http://140.116.207.99/handle/987654321/264344
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmu Manajemen dan Ekonomika
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract Views: 0
| 
File Downloads: 0
