The Influence of Accreditation, Promotion, and Brand Image on Enrollment Interest, Moderated by Cost, at Universities in Serang City

This study aims to analyze the influence of students' perceptions of Accreditation (X1),
Promotion (X2), and Brand Image (X3) on their Interest (Y) in registering, with Cost (Z) serving as a
moderating variable. Data were collected from 399 respondents. The validity test results indicate that
all research instruments are valid. Meanwhile, the reliability tes t results show that all variables have
Cronbach's Alpha values ranging from "Good" to "Excellent," confirming their reliability. The study's
findings reveal that Promotion and Cost are dominant factors with a positive and significant influence
on interest in registering. Additionally, Accreditation also has a positive and significant effect on interest.
In contrast, the Brand Image variable does not have a significant partial influence on interest. However,
when considered simultaneously, Accreditation, Pro motion, and Brand Image collectively have a
significant impact on interest. The moderation test results demonstrate that Cost significantly
moderates the relationship between Brand Image and Interest, indicating that the effect of Brand
Image on interest i s either strengthened or weakened by cost considerations. In conclusion, to attract
prospective students, private universities should prioritize effective promotional strategies and manage
perceptions of competitive costs, including the availability of sch olarships. While brand image remains
important, focusing on tangible benefits reinforced by cost factors will have a greater impact on
prospective students' decisions.
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eywords: Accreditation; Brand Image; Cost; Promotion; Student Interest.