The Influence of University Image on Students' Decisions to Choose Muhammadiyah University of Pontianak
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Abstract
Higher education plays a strategic role in shaping individual competitiveness and national development. In an increasingly competitive educational environment, a university’s image becomes a crucial factor influencing students’ decisions when choosing a higher education institution. Muhammadiyah University of Pontianak, as a private university with strong accreditation and achievements, faces ongoing competition that requires maintaining and strengthening a positive institutional image. This study employed a causal associative quantitative approach to examine the influence of university image on students’ decisions. The population consisted of all active students of Muhammadiyah University of Pontianak from the 2021–2023 cohorts, with a total population of 4,346 students. Samples were selected using Proportionate Stratified Random Sampling and determined through the Slovin formula. Data were collected through questionnaires and analyzed using validity and reliability tests, simple linear regression, correlation coefficient, and coefficient of determination (R²). The findings show that all research instruments were valid and reliable. Simple linear regression analysis indicated a positive and significant effect of university image on student decision-making, supported by a significance value below 0.05. The correlation coefficient of 0.768 demonstrated a strong relationship, while the R² value of 0.590 indicated that university image explained 59% of the variation in student decisions. The study concludes that university image has a strong, positive, and significant influence on students’ decisions to choose Muhammadiyah University of Pontianak, highlighting the importance of institutional image in higher education competitiveness.
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