Motivation Role in Mediating the Effect of Brand Image and Facilities on Admission Decision to Public Universities at State Islamic University Maulana Malik Ibrahim Malang, Indonesia

Abstract

This study analyzes the influence of brand image and facilities of the admission decision mediated by motivation. This research was conducted at the State Islamic University Maulana Malik Ibrahim Malang. The samples in this research were 97 students with probability random sampling technique. Analytical technique used was path analysis. The result of this research were brand image have direct influence to motivation, facility have direct influence to motivation, brand image have not significant effect on admission decision to public university, facility have direct influence on admission decision to public university, and also motivation have direct influence on admission decision to public universities. Motivation mediated the influence of Brand Image to admission decision to public universities, and motivation mediated the influence of facilities to admission decision to public universities.