The Analysis of Brand Extension Reputation on the Intention in Choosing Private University in Indonesia

Brand reputation is important when choosing an education. Universities that already have a brand can more easily attract prospective new students. There phenomenon where Private are using extended to compete. The purpose of this research analyze the impact extension on intention in private universities. quantitative method Structural Equation Modeling uses structured questionnaire. questionnaires been distributed students, and completed by email. It self-administrated method. survey was conducted students at one Aperti (Aliansi Perguruan Tinggi) BUMN (Badan Usaha Milik Negara) with total sample 400 respondents quota sampling. results showed parent had significant influence BUMN, which impacted student university. has indirect effect through output expectation