Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Purpose: The purpose of this study is to create an empirical model behavioral intentions students at a private STIE institution in Medan. survey method the explanation method. Theoretical framework : nature investigation causality by finding as result events under investigation. stated that from perspective marketing, there influence institutional image and reputation on behavior customers, regardless lack evidence. Many authors assert good institutions help Organization increase sales market share. Design/methodology/approach research used quantitative. unit analysis for Medan, while observation sample size 400 Students. Findings results seem have resulted positive university when they recognize their own values. However, will choose college if friendly group encourages them. Indirectly, students' select more influential are determined value perceive through institution's image. Research, Practical, Social Implications: Study managerial aspect. If references later reflected normative followed prospective students, subsequently relationships, perceived worth positive, enhances may be educational institution. learning environment. Originality/ value: This focuses only including decision tertiary Research very valuable universities attract universities.