PENGARUH BRAND IMAGE, BIAYA PENDIDIKAN, SOCIAL MEDIA MARKETING, TERHADAP KEPUTUSAN KULIAH DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING
DOI:
https://doi.org/10.30996/jeb17.v10i02.132542Abstract
The increasing competition among private universities in Indonesia requires higher education
institutions to understand the factors that influence students' decisions in choosing where to study. This
study aims to analyze the effects of Brand image, Tuition Fees, and Social media marketing on College
Decision, with Brand trust as an intervening variable. The research was conducted among students at
Universitas Teknologi Surabaya using a quantitative approach with Structural Equation Modeling
(SEM) through AMOS software. The results indicate that Brand image and Social media marketing
have a significant direct effect on College Decision, while Tuition Fees do not have a direct effect but
exert an indirect influence through Brand trust. Brand trust has a strong direct effect on College
Decision and serves as a significant mediator between Tuition Fees and Social media marketing on
College Decision. However, Brand trust does not significantly mediate the relationship between Brand
image and College Decision. These findings suggest that students’ perceptions of institutional image
can directly influence their decisions without necessarily building brand trust first. The results of this
study are expected to serve as a foundation for more effective and targeted higher education marketing
strategies.
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