Perception of Brand Equity from FIKOM Student (Case Study: Budi Luhur University)

Competition to attract students requires a university to pay attention to its reputation for creating brand equity. This study aims to analyze the formation of brand equity and marketing mix at Budi Luhur University in the perception of new students in the class of 2019. The theory used is the theory of the elements of brand equity formation, aspects of buying interest, marketing communication mix theory, and perception. This study uses a constructivist paradigm, with a qualitative approach, and a case study method. The results found that the brand equity of Budi Luhur University in the perception of 2019 first-year students had a positive perception. Efforts made by Budi Luhur University to increase brand equity include the promotion of scholarship programs, expo campus events, activities of school friends, and some promotions on social media, radio, and television positively perceived by new students. Based on the research results, it concludes that the formation of brand equity and the marketing communication mix is closely related to the interest of new students to try to study at Budi Luhur University to produce consumers' perceptions about college brand equity.