Millennial Generation Decisions in Choosing Vocational 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 Telkom