Valor de marca y la decisión de compra de selección universitaria de los estudiantes de administración del primer ciclo de la Universidad Continental de la sede de Huancayo del periodo 2023-10

Abstract

The main objective of this study was to determine the relations hip between brand value and the decision to choose a university among first-year busine ss administration students at the Huancayo campus of Universidad Continental in the period 2023-1 0. To this end, a quantitative, applied, correlative, and non-experimental study design was cho sen. The sample consisted of 106 first-year students at the Huancayo campus of Universidad C ontinental. A survey was used as the technique and a validated questionnaire as the instrumen t. Based on the information obtained, a statistical test was performed to determine the dat a distribution; a p-value of less than 0.05 was obtained, indicating that the data were non-param etric. Therefore, the appropriate statistical test for non-parametric data was the Spearman's rho test. Using the Spearman's rho statistical test, a p-value of 0.01 was obtained. The study the refore concluded that brand value is highly correlated with the de cision of first- year students i n the administration program at the Huancayo campus of Universidad Continental for the period 2023- 10. In addition, a coefficient of 0.726 was determined, which, according to Sampieri (2014), r epresents a significant positive correlation between brand value and purchasing decisions. .