| Industrial engineering department engineering faculty Atma Jaya Catholic University has a trend decline in number of new student in this 5 years. This is certainly contrary with PDAT’s survey result which says that Atma Jaya Catholic University as five mayor private universiiesy in Indonesia. These symptoms may be caused by some of the causes such as private universities increasingly fierce competition, the lack of brand equity industrial engineering department engineering faculty Atma Jaya Catholic University or lack of promotion done by UNIKA Atma Jaya. Based on the result of brand equity analysis, it can be said that industrial engineering department engineering faculty Atma Jaya Catholic University has a good brand equity. In brand awareness, industrial engineering department engineering faculty Atma Jaya Catholic University is ranked second of the top of mind. In perceived quality, industrial engineering department engineering faculty Atma Jaya Catholic University has the average of the attributes given by 3.62, or in can be said that respondent’s quality perception of industrial engineering department engineering faculty Atma Jaya Catholic University quite good. In brand association, industrial engineering department engineering faculty Atma Jaya Catholic University has a brand image which are good acreditation, internal environment that supports, good teaching materials and good quality of lecturer. In brand loyalty, we can’t said that industrial engineering department engineering faculty Atma Jaya Catholic University has a loyal customer because there is no significant difference on the fifth level of brand loyalty. Promotion has been done by industrial engineering department engineering faculty Atma Jaya Catholic University still has several weakness. Especially when compared to other private universities which done promotion aggresively. With the result of brand equity analysis and SWOT analysis, researcher can make several promotion programs recommendation of industrial engineering department engineering faculty Atma Jaya Catholic University. |