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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen JURNAL LENTERA BISNIS
Mulyadi Suhardi
Universitas Wanita Internasional
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH MEDIA SOSIAL TERHADAP KEPUTUSAN MEMILIH STUDI MAHASISWA DENGAN BRAND AWARENESS SEBAGAI VARIABEL MEDIASI DI POLITEKNIK LP3I JAKARTA KAMPUS JAKARTA UTARA Edih Abdulah; Mulyadi Suhardi
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2414

Abstract

The increasing competition between private and public higher education institutions requires LP3I Polytechnic Jakarta, North Jakarta Campus, to strengthen its brand awareness through social media. However, the high level of information exposure on social media does not necessarily encourage prospective students to make study selection decisions. This study aims to analyze the effect of social media on students’ study selection decisions with brand awareness as a mediating variable at LP3I Polytechnic Jakarta, North Jakarta Campus. This study employed a quantitative approach involving 120 students selected using proportional sampling based on the Slovin formula. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media has no significant effect on brand awareness (coefficient = -0.141; p = 0.189) or on study selection decisions (coefficient = 0.168; p = 0.127). In contrast, brand awareness has a positive and significant effect on study selection decisions (coefficient = 0.280; p = 0.007). The mediation analysis reveals that brand awareness does not mediate the effect of social media on study selection decisions because the relationship between social media and brand awareness is not statistically significant. These findings suggest that social media has not yet become a primary factor influencing students’ study selection decisions, whereas brand awareness plays a significant role in encouraging such decisions. Keywords: Social Media, Brand Awareness, Study Selection Decision, Private Higher Education Institution.
Online Shopping Issues on Consumer Behavior and Their Impact on Repurchase Decisions (A Survey on E-commerce in Indonesia) Eveline Winfrey; Mulyadi Suhardi; Mohamad Donie Aulia
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 15 No. 2: Oktober 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jurisma.v15i2.18150

Abstract

The objectives of this research are 1)  to find some important problems of online purchase, 2) to know the effect of  problems of online purchase on consumer behavior; 3) to reveal  the influence of consumer behavior on repeat purchase decision; 4) to know the effect of  problems of online purchase  on repeat buying decision through consumer behavior. The present writer employs the research based on the quantitative approach,  descriptive and verified design, and  survey method. As much as 100 consumers of the major online shops are selected using purposive random sampling as the respondents. The data from the site is analyzed using the partial least square structural equation modeling. The findings of the research are as follows:  First, indicators’ effect of the problems of online purchase on consumer behavior falls is moderate. Second, the influence  of the behavior of the consumer on the indicators  of the buying decision  is moderate. Third, the influence of indicators of the behavior of  consumer on repeat buying decision ranges from low to moderate effect. Fourth, The effect of the consumer behavior on the indicators of the repeat buying decision is low. Sixth, Problems of online purchase affects Consumer behavior significantly with its indicators. Seventh, Consumer behavior affects significantly the Repeat buying decision. Eight, problems of the online purchase  affects the repeat buying decision through the consumer behavior. Keywords: Online Purchase Problems; Consumer Behavior; Repeat Purchase Decision; Quantitative Approach; Partial Least Squares (PLS-SEM)
Co-Authors Edih Abdulah Eveline Winfrey Mohamad Donie Aulia