Brand Trust Variables Beyond Marketers’ Persuasion Causality In College Decisions – Charles Parnauli Saragi, Ruth Florescia Simanjuntak, Deddy Muharman

ABSTRACT

STIE KESATUAN campus in the academic year 2017/2018 has the highest number of students compared to previous school years. This study aims to determine the causality between brand trust and marketer persuasion on the decision of students choosing to study at STIE KESATUAN. The paradigm used is positivistic with a quantitative approach, a survey method involving a sample of 60 respondents STIE KESATUAN student class of 2017/2018. The sampling technique is stratified sample. The theory used is Stimulus-Organism-Response. The results show that there is a stronger relationship between STIE KESATUAN brand trust and the decision of new college students in the 2017/2018 school year than the causality of Staff Marketing persuasion as marketers towards choosing to study at STIE KESATUAN. This means that the brand trust variable goes beyond the marketer persuasion causality in college decisions at STIE KESATUAN.

Keywords; MarketersPersuasion, Brand Trust, Decision to Study