Millennial Generation Decisions In Choosing Vocational Schools: A Comparison Between Smkn 53 And Smk Telkom Schools
The choices of vocational high schools are numerous and diverse in Jakarta. Many alternative choices provide an easier decision making for candidate students according to their interests and economic abilities.
This study aimed to analyze the influence of the variables of quality, trust, brand image on the decision to choose in SMKN 53 and SMK Telkom in Jakarta. The data were analyzed using path analysis. Hypothesis testing method was done using a structural equation model (SEM) analysis with SmartPLS statistical application. The result showed that the trust variable and quality variable were significant with brand image in SMKN 53 and SMK Telkom, while in SMK Telkom the trust variable was not significant with the brand image. The trust variable was significant towards the decision to choose in SMKN 53, while it was not significant in SMK Telkom. The quality variable was not significant towards the decision to choose in Public Vocational School, while it was significant in Private Vocational School.
The quality variable was significant with the trust variable in two schools. The brand image variable was significant towards the decision to choose in SMKN 53, while it was not significant in SMK Telkom. The quality and trust variables were significant with the intervening brand image variable in SMKN 53, while they were not significant in SMK Telkom. The quality and choice variables were significant with the intervening brand image variable in SMKN 53, while they were not significant in SMK TelkomMillennial generation is a generation born in the 2000s (Howe & Strauss), where at the year there are many new technologies have emerged in the community. In the millennial era, this generation is easily facilitated in obtaining information and entertainment by the existence of technological tools such as smartphones that can be used to share many needs.
According to (Lyons, 2004) the millennial generation is a generation who actively uses smartphones to send messages or to communicate to friends by using media such as e-mail, SMS, instant messaging and other social media such as Facebook, Twitter, and Instagram. The characteristics of the millennial generation are generations that are active in social media and whose lives are greatly affected by the presence of new technology.
According to (Meier, Austin, and Crocker, 2010), Millennial generations or generation Y were born in the era of information technology development and the world of education so that they have different behaviors than the previous generation. Characteristics of the millennial generation will tend to be critical when they will do something.
The presence of the millennial generation has made schools innovate in marketing strategies to get students to attend Vocational Schools. Doney and Cannon in Aydin and Ozer (2005) state that trust is a result obtained from the process of calculating costs that has been spent, whereas according to Akbar and Parvez (2009) trust is a stable and collaborative relationship that is seen as one of the relevant antecedents, then according to Lau & Lee (1999) state positive behavior towards the second party and one party trusting the other party will lead to mutual trust. Ganesan and Shankar in Jasfar (2009) state that trust is a reference from:
1Credibility is the result of job reliability and effectiveness that requires certain skills to create great trust in an organization.
1Policy is a condition where commitment is not formed, when the amount of trust is based on goals and motivations that are the advantages of other organizations when new conditions arise. Trust is built because of the expectation that other parties will act according to the needs and desires of consumers (Ryan, 2002).
Consumers, especially prospective students, directly choose when trust is built well by the two schools. School quality factors can influence the selection of student decision.
Quality is a comparison between expectation and performance to a statement of an attitude (Kotler, 2013). According to Sviokla in (Lupiyoda, 2013) product quality has several indicators, they are: 1. Performance, aspects of individual performance that can be measured which refers to the character of the core product that includes the brand. 2. Product diversity, each individual is measured subjectively 3. Service capability, the service capability of a product produces a conclusion of product quality. 4. Compliance with calculation errors including completion of time from a level of accuracy that can be measured, after a factor of trust and quality. Brand image is also a factor seen by students.
One intangible asset is equity represented by a brand (Main, 2007). Supporting factors to form a brand image in relation to brand associations are: 1. Favorability of brand association, 2. Strength of brand association, and 3. Uniqueness of brand association. Therefore, competitive advantage must be created that can be used as an excuse for consumers to choose a particular brand by positioning the brand more towards experience or self-benefit from the product image (Keller, 2003).
Factors of Trust, Quality, and Brand Image must be owned by State Vocational Schools and Private Vocational Schools in the current millennial era. It is because of the millennial generation is very critical of things seen in fact not just promises given by the school through media brochures or banners presented at the time of acceptance of new students. The decision to choose is influenced by factors of Trust, Quality and Brand Image.
According to (Peter and Olson, 2000) purchasing decision is a connected process that combines knowledge to evaluate two or more alternative behaviors and choose one of them. According to Kotler and Armstrong (2008) that purchasing decision is the stage of process where consumers actually make a purchase.
The two schools that researchers studied both had advantages over other schools. Telkom Vocational School is a school under the guidance of the Indonesian telecommunications industry and State Vocational High School 53 which is a State Vocational High School which is fostered by a leading automotive motorbike industry company in Indonesia. Based on the formulation of the problem, this study aims to identify the character of the students of Telkom Vocational High School and Vocational High School 53, knowing the effect of quality and trust on brand image in two schools, knowing the effect of brand image on the decision to choose.
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