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Journal : Society

Keputusan Memilih Perguruan Tinggi Ditinjau dari Personal Selling, Citra Merek, dan Kepercayaan Merek sebagai Variabel Intervening Lubis, Adelina; Effendi, Ihsan; Nasib, Nasib; Bhastary, Manda Dwipayahi; Fadli, Ahmad
Society Vol 11 No 2 (2023): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v11i2.579

Abstract

In pursuing enhancing human resources’ quality, the state has ensured that private universities also have rights and obligations. The main objective of this study is to investigate whether personal selling and brand image influence college decision-making through the mediating role of brand trust. This research was conducted at the Politeknik Unggul LP3M in Medan, Indonesia. The study’s population was comprised of active students from the 2019/2020 academic year, totaling 257 individuals. A stratified sampling technique was employed, using the Slovin formula with a 5% margin of error, resulting in a sample size of 157 respondents. The study utilized a quantitative approach, with data collected through structured questionnaires. The analysis included descriptive statistics, reliability tests, and path analysis to determine the direct and indirect effects of personal selling and brand image on college decision-making through brand trust. The findings indicate that personal selling significantly affects brand trust, suggesting that effective strategies can enhance students’ trust in the institution’s brand. Similarly, brand image significantly directly affects brand trust, underscoring the importance of a positive brand image in building trust among potential students. Furthermore, the results show that personal selling indirectly influences college decision-making through brand trust, indicating that the trust developed through personal selling efforts can lead to positive college choice decisions. Likewise, brand image indirectly affects college decision-making through brand trust, highlighting the role of a strong brand image in shaping students’ enrollment decisions. In conclusion, personal selling and brand image are crucial in influencing college decisions, with brand trust as a key mediating variable. These findings provide valuable insights for educational institutions aiming to enhance their marketing strategies and build stronger relationships with prospective students. Future research could explore additional factors influencing college decision-making and examine these relationships in different educational contexts.
Mengubah Kinerja Dosen: Peran Mediasi Kepemimpinan Melayani dalam Meningkatkan Kompetensi Digital dan Kesejahteraan Psikologis Kosasih, Hengky; Susanto, Susanto; Fadli, Ahmad; Alimin, Erina; Salqaura, Siti Alhamra
Society Vol 12 No 2 (2024): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v12i2.739

Abstract

Lecturer performance is a critical factor in improving the quality of higher education. This study investigates the impact of digital competence and psychological well-being on lecturer performance, with servant leadership as a mediating variable. A quantitative methodology was employed, collecting data through structured questionnaires distributed to lecturers at several private universities in Medan City. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results reveal that digital competence and psychological well-being positively and significantly affect lecturer performance. Additionally, servant leadership mediates the relationship between these independent variables and lecturer performance, highlighting its essential role in enhancing lecturers’ digital readiness and psychological well-being. This study contributes to the theoretical framework by integrating leadership theory with individual attributes (competence and well-being) to examine their influence on lecturer performance in higher education. The findings emphasize the importance of adopting servant leadership to improve lecturer performance by fostering digital competence and promoting psychological well-being.
Co-Authors A. Amin, Siti Fuadillah Abda Abda Abdul Kohar Abid, Hussein Rasool Abidin, Rafi Zainal Abidin, Saenal Ade Susanto Pasaribu Adelina Lubis Aep Saefullah Agung Edi Rustanto Agung Prabowo Alfarisi, Cory Dian Alfarizi, Cory Dian Ali Syahbana Alimin, Erina Alltop Amri Ya Habib Alsyakir, Hilman Zaid Amal, Citra Amalia Ambtenarie Jessica Sihombing, Ambtenarie Jessica Amin Hou Amri, Idral Amun Amri Andi Rosdianti Razak, Andi Rosdianti Anita Anita Anwar, Jufan Afnani Aprilia, Rahmi Arda, Devid Putra Ari Sandhyavitri Artha, Ulfa Dwi Aswat, Hijrawatil Aulia Suhesty Azhar, Muhammad Rizwan Badriyah Bahruddin Bahruddin Balqis, Mutiara Sri Barus, Surya Danta Alberto Barus, Yohana Dwi Nita Basri, Muhammad Ridhwan Bhastary, Manda Bhastary, Manda Dwipayahi Cahyani, Dyah Ayu Chatarina Umbul Wahyuni Damayanti, Elok Debora Tambunan Deni Noviana Denny Satria Deny Setiawan Desi Heltina Dewita, Putri Aurora Dona Pasaribu Drastinawati Drastinawati, Drastinawati Effendi, Ihsan Eky Prasetya Pertiwi Elvira Sitna Hajar Encep Sopandi, Encep Evevndi, Zulfan Fachry Abda El Rahman Fahri Fahri Fajar Restuhadi Fajril Akbar Faradila, Harfiah Farida, Kania Fawaid, Yazidul Fazly, Erwin Fifiyana, Rahma Fuad Gagarin Siregar Ginting, Rahelina Ginting, Rudimanta Hadi, Marham Jupri Hakim, Zulman Handrianus Pranatawijaya , Viktor Hara Novarisa Nanda Haris, Al Hariz, Abdul Hasan Basri Hazzamy, Muhammad Asyaf Hendra Candra Hendra Saputra Ianatuz Zahro Ida Zahrina Idrus, Irnawaty intan permata sari Irdoni Irdoni Irmayanti Irmayanti, Irmayanti Ismawati, Heni Jayaun, Jayaun Joned C. Saksana Juliana Nasution Juliansyah, Roni Komalasari Komalasari Kosasih, Hengky Kuswara, R. Didi Lesmana, Sata limbong, Theodorus Loli, Denda Piki Lubis, Apriadi Mahdi, Zamratul Maihendra, Maihendra Manda Dwipayani Bhastary Manik, Dio Edward Pahala Marliyah, Marliyah Martin Martin Masria Masria Masruroh, Nikmatul Maya C.P, Helda Mega Milda Milda, Milda Moh. Tahang Muchtar, Rizki Sari Utami Muhammad Syarif, Muhammad Muhammad Tahir Muhara, Ikhbal Muharni, Sri Mutamima, Anisa Nasib Nasril, Nasril Nasution, Juliana Neila Aisha Nisa, Aidina Fahrun Nur Fadhilah Ahmad Hasibuan Nurbaeti, Kharisma Nurdin Nurfatihayati Nurwijayanti Paokuma, Hasbibi pertiwi, Megawati Dwi Pranata, Jefri Pratama, Teddy Prawiranegara, Barata Aditya Prayuga, Rahman Saleh Prihartini Widiyanti Priskila, Ressa Purnama, Indra Putra, Alfian Cahya Putra, Devid Putri Husni Hidayah, Putri Husni Qardhawi, Muhammad Ali Yusuf Al Qayyim, Syahmi Izzan Qonitannisa, Shofi Rahmadona, Tania Rahmani, Haerunnisa Ramadani Pardian Ramadhan, Muhammad Reza Ramadhani, Kurniawan Ramayanti, Putri Noor Rifaldi, Muhammad Rina Puspitasari Rivai, Ah Rombouw, Sahrul Safitrih, Dina Ayu Sahratullah Sandy, Yogie Kurnia Saputra, Fakhri Saragih, Andreas Sari, Ekha Rosmitha Sari, Esty Octiana Sasmitra, Dani Septiana Veronika s, Septiana Veronika Setiawan Setiawan Shahrin, Attori Alfi Silalahi, Yunita Magdalena Silvia Reni Yenti Siregar, Fuad Siti Alhamra Salqaura Siti Chotijah, Siti Siti Nurhaliza Sitti Aliyah Azzahra Sitti Husaebah Pattah Solly Aryza Solpa, Wulan Putri Maheka Sri Helianty Subagiyo Subagiyo Sugina, Sugina Suharti, Eni Suhendri Suhendri Sukraini, Sukraini SUNARNO Sunarno Sunarno Surya Kencana, Dadang Suryani, Ade Erfina Susanto Susanto Syahrani, Abdul SYAIFUL BAHRI Syarif Hidayatullah Syukur Berkat Waruwu Tafsiruddin, M. Taufiq, Raihan Tjiwijdjaja, Halim Tony Tony Honkley Touku Umar Upe , Rachman Utama, Panca Setia Vivi Asfianti Wan Elsa Novtari Adiani, Wan Elsa Novtari WICAKSONO, ADI Widayatsari, Any Wijaya, Ridho Wisrayetti, Wisrayetti Yelmida Azis Yuanda, Dedi Yusnimar Sahan Yusri, Andi Zarkasi, Shoumi Zatira, Dhea Zubair Arza Zuchra Helwani, Zuchra Zulkarnain, Nizar Zultiniar, Zultiniar