Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM
Login


ECOTECHNOPRENEUR : Journal Economics, Technology And Entrepreneur

 Submit manuscript

ROLE OF SOCIAL MEDIA AND BRAND AWARENESS IN THE DECISION TO CHOOSE A HIGHER EDUCATION IN KENDARI

Vol. 2 No. 02 (2023): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR:
DOI : https://doi.org/10.62668/ecotechnopreneur.v2i02.1606
Published : Jun 30, 2023

Inayah Abdillah Rabbani (1), An Najjar M. Thahir (2), Pilsa Prisilia Moita (3)

(1) Universitas Muhammadiyah Kendari, Indonesia
(2) Universitas Muhammadiyah Kendari, Indonesia
(3) Universitas Muhammadiyah Kendari, Indonesia
Fulltext View | Download

Abstract:

This study is motivated by the phenomenon of increasing social media users in Kendari City and the use of social media as a marketing channel by higher education institutions. The purpose of this study is to determine whether social media has an influence on student decision making in choosing a college in Kendari City with brand awareness as a mediating variable. The method used in this study is a survey, using a questionnaire distributed online. The sample in this study was 150 respondents. This study uses path analysis techniques and regression tests. The results of the study indicate that social media has a positive and significant effect on brand awareness; social media has a positive and significant effect on decision making; brand awareness has a positive and significant effect on decision making and brand awareness mediates the relationship between social media and decision making. This study provides evidence that optimizing marketing on social media has the potential to influence student decisions in building brand awareness of an institution, thereby influencing students' decisions to choose the college.

References

Aaker, D. A. (1991). MANAGING BRAND EQUITY. New York: Free Press.

Andata, C. P., Iflah, Kurnia, & Putri, S. A. (2022). PENGARUH MEDIA SOSIAL DALAM MENINGKATKAN BRAND AWARENESS “SOMETHINC” PADA PENGGUNA INSTAGRAM. Jurnal Komunikasi, 84-92.

Auliarahman, L., & Sumadi. (2020). THE EFFECT OF SOCIAL MEDIA MARKETINGAND RELIGIOSITY ON PERCEIVED VALUE AND STUDENT’S DECISION IN CHOOSING NON- RELIGIOUS PROGRAM AT ISLAMIC HIGHER EDUCATION. Asian Journal of Islamic Management (AJIM), 2(2), 82-95.

Boyd, D. (2009). SOCIAL MEDIA IS HERE TO STAY... NOW WHAT? Washington: Microsoft Research Tech Fest, Redmond.

Chapman, R. G. (1986). TOWARD A THEORY OF COLLEGE SELECTION: A MODEL OF COLLEGE SEARCH AND CHOICE BEHAVIOR. Association for Consumer Research, 246-250.

Chin, W. W. (1998). THE PARTIAL LEAST SQUARES APROACH TO STRUCTURAL EQUATION MODELING. Modern Methods for Business Research, 295, 336.

Constantinides, E. C. (2010). PROFILES OF SOCIAL NETWORKING SITES USERS IN THE NETHERLANDS.

ElAydi, H. O. (2018). THE EFFECT OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS THROUGH FACEBOOK: AN INDIVIDUAL-BASED PERSPECTIVE OF MOBILE SERVICES SECTOR IN EGYP. Open Access Library Journal, 1-5.

Firmansyah, M. A. (2019). PEMASARAN PRODUK DAN MEREK (PLANNING & STRATEGY). Surabaya: CV. Penerbit Qiara Media.

Hair, J., & et al. (2010). MULTIVARIATE DATA ANALYSIS.SEVENTH EDITION. New Jersey: Pearson Prentice Hall.

Herdana, A. (2015). ANALISIS PENGARUH BRAND AWARENESS (BRAND AWARENESS) PADA PRODUK ASURANSI JIWA PRUDENTIAL LIFE ASSURANCE (STUDI PADA PRU PASSION AGENCY JAKARTA). Jurnal Riset Bisnis dan Manajemen, 1-18.

Khatib, D. F. (2016). THE IMPACT OF SOCIAL MEDIA CHARACTERISTICS ON PURCHASE DECISION EMPIRICAL STUDY OF SAUDI CUSTOMERS IN ASEER REGION. International Journal of Business and Social Science, 41-50.

Kimmons, R., Veletsianos, G., & Woodward, S. (2017). INSTITUTIONAL USES OF TWITTER IN US HIGHER EDUCATION. Innovative Higher Education, 97-111.

Kotler, P., & Amstrong, G. (2012). PRINSIP-PRINSIP PEMASARAN, TERJEMAHAN EDISI 13. Jakarta: Erlangga.

Kotler, P., & Keller, K. (2009). MARKETING MANAGEMENT. Pearson Education.

Kwame, A. J., & Kweku, A. J. (2019). SOCIAL MEDIA USAGE AND ITS INFLUENCE ON STUDENTS’ CHOICE OF TERTIARY INSTITUTIONS IN GHANA. European Journal of Business and Management, 11(30), 55-65.

Le, T. D. (2019). INFORMATION SOUGHT BY PROSPECTIVE STUDENTS FROM SOCIAL MEDIA ELECTRONIC WORD-OF-MOUTH DURING THE UNIVERSITY CHOICE PROCESS. Journal of Higher Education Policy and Management, 18-34.

Meike, G., & Young, S. (2012). MEDIA CONVERGENCE, MNETWORKED DIGITAL MEDIA IN EVERYDAY LIFE. Great Britain: MPG Books Group.

Nurohman, Y. A., & Yahya, A. (2018). PERAN PROMOSI MEDIA SOSIAL PADA PEMILIHAN PROGRAM STUDI MANAJEMEN BISNIS SYARIAH. Among Makarti, 62-27.

Puntoadi, D. (2011). MENCIPTAKAN PENJUALAN MELALUI SOCIAL MEDIA. Jakarta: Elex Media Komputindo.

Rafdinal, Mulyawan, I., & Kusdibyo, L. (2021). THE IMPORTANCE OF SOCIAL MEDIA CONTENT IN INFLUENCING THE INTENTION TO ENROLL IN HIGHER EDUCATION. International Joint Conference on Science and Engineering, 750-755.

Ramadayanti, F. (2019). PERAN BRAND AWERENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK. Jurnal Studi Manajemen dan Bisnis, 78-83.

Smajlovic, E. K. (2015). SOCIAL MEDIA AS A TOOL FOR THE REALIZATION OF MARKETING OBJECTIVES OF HIGHER EDUCATION INSTITUTIONS IN BOSNIA AND HERZEGOVINA. International Journal of Economics, Commerce and Management, 3(3).

Sojo, C., Jotta, S., & Ngussa, B. M. (2022). INFLUENCE OF SOCIAL NETWORKS ON STUDENTS' CHOICE OF A UNIVERSITY: A CASE OF ST AUGUSTINE UNIVERSITY OF TANZANIA. East African Journal of Education and Social Sciences, 3(6), 174-181.

Šola, H. M., & Zia, T. (2021). SOCIAL MEDIA AND STUDENTS' CHOICE OF HIGHER EDUCATION INSTITUION. European Journal of Management and Marketing Studies, 6(4), 103-131.

Upadana, M. K., & Pramudana, K. S. (2020). BRAND AWARENESS MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN. E-Jurnal Manajemen, 1921-1941.