The growth of demand for higher education services in Indonesia promotes the development of higher education sector especially private university in Jakarta. Tighly competition and many determinants and driver electoral colleges which are image of university, perceived value and perceived price as required to constanly perform evaluation and innovation in order to win competition. The study aims to eximine the effect of image of university, perceived acceptability of price and perceived value to intention to study 12th SHS student in Jakarta to STIE Indonesia Banking School.
This research is categorize as survey research with descriptive analysis method by taking sample and using questionare is a main data. The model was tested using a quota sample of 128 senior high school student audience screening to Indonesia banking school test and single cross sectional survey. The respondents are choosing by non probability and convenience sampling techniques.
The results of analysis in ths research was tested using Structural Equation Modeling (SEM). The result of this research show only two of five hypothesis failed to be rejected and have significan effect. Image of university and perceived acceptability of price has positive and significan influence toward perceived value with 12th Jakarta senior high school student in STIE Indonesia Banking school.
Keyword: Image of universities, Perceived acceptability of price, Perceived value, Intention to study.