Brand awareness of higher education institution : a case study at UTHM Pagoh Campus / Siti Nur Amira Jaafar

The purpose of this research paper is to create brand awareness of higher education institution at UTHM Pagoh campus. Brand awareness is important for any institution because it is significantly influences customers' purchase decision-making and judgment. Besides, it is easier for people to learn about the brand if the level of brand awareness is higher. This also will helps brand to register better in the minds of consumers. However, how universities manage the relationship with the students and how students perceive their institution's brand can have an impact on the attachment with the institution and in turn on students intentions to engage with the university in the future. Hence, this research has outline several important variables that will help to create brand awareness of higher education institution. The methodology used in this research paper is quantitative where a case study in used. The researcher distribute questionnaire to 100 respondent to do data collection and convenience sampling technique was applied in this research paper. All the data was analyze using SPSS version 22 where researcher do descriptive, reliability with the cronbach's Alpha of .869 and regression analysis. The findings indicate that word of mouth and customer satisfaction play a significant role in create brand awareness of UTHM Pagoh campus. Meanwhile, advertising also do give impact of the brand awareness but only by a small portion. This finding can give company an understanding on how to tackle their customer in term of brand awareness.