The Role of Ki Hadjar Dewantara’s Personal Branding and University Branding on Brand Image Universitas Tamansiswa Padang

Abstract

. The purpose of this study is to determine and analyze the role of personal branding Ki. Hadjar Dewantara and university branding partially and simultaneously on Tamansiswa Padang brand image. The research method used descriptive quantitative. The sampling technique was accidental sampling with survey methods and using an instrument questionnaire on 100 respondents as samples. The data analysis technique used multiple linear regression, t-test, F-test, and coefficient of determination. Based on the results of the partial and simultaneous personal branding variables Ki. Hadjar Dewantara and university branding have a significant effect on Universitas Tamansiswa Padang's brand image with a significant value <0.05. While the coefficient of determination is found in the adjusted R-Square value of 55.1%.