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All Journal Conference In Business, Accounting And Management (Cbam) 2012 EkoBis ( Ekonomi & Bisnis ) JURNAL ILMIAH MANAJEMEN & BISNIS JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal Manajemen Teori dan Terapan Pendas : Jurnah Ilmiah Pendidikan Dasar International Journal of Social Science and Business Indonesian Journal of Community Services eCo-Buss Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Patria : Jurnal Pengabdian Kepada Masyarakat Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan eCo-Fin Borobudur Management Review Journal of Social And Economics Research Journal of Accounting and Finance Management (JAFM) Jurnal Bisnis Manajemen dan Akuntansi Postgraduate Management Journal Journal of Artificial Intelligence and Digital Business Innovative: Journal Of Social Science Research Jurnal Ilmiah Sultan Agung Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Serat Acitya Prosiding Seminar Nasional Unimus journal of social and economic research PESHUM Global Insights in Management and Economic Research Benefit: Jurnal Manajemen dan Bisnis
Marno Nugroho
Department Of Management, Faculty Of Economic, Universitas Islam Sultan Agung, Semarang
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Journal : Jurnal Bisnis Manajemen dan Akuntansi

 1 
EFEKTIFITAS SOCIAL MEDIA MARKETING DAN PERSONAL SELLING MELALUI BRAND AWARENESS TERHADAP KEPUTUSAN MENDAFTAR KULIAH DI FEB UNISSULA Khoerul Anam; Wahyu Setiawan; Marno Nugroho
Jurnal Bisnis Manajemen dan Akuntansi (BISMAK) Vol. 5 No. 02 (2025): Vol 5 No 2 Tahun 2025
Publisher : Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/bismak.v5i01.5005

Abstract

This study examines the influence of Social Media Marketing and Personal Selling on Enrollment Decisions with Brand Awareness as a mediating variable among FEB UNISSULA students. A quantitative approach with PLS-SEM was applied to data from 120 respondents. The results show that Social Media Marketing significantly affects both Brand Awareness and Enrollment Decisions, while Personal Selling only affects Brand Awareness. Brand Awareness does not directly influence enrollment decisions and does not mediate the relationship between the marketing strategies. These findings highlight the key role of social media in higher education promotion.
Co-Authors Abdul Hakim Agung Wahyudi Agus Wachjutomo Amalia, Della Khanifatul Atik Maritasari Bagas Dewantoro Pamungkas Putro Budhi Cahyono Budhi Cahyono Budhi Cahyono Evi Chamalah Fahmi, Maulana Habib Faranita, Widya Refri Firzatullah, Farrel Harti, Tri Heni Pujiastuti Heri Prabowo Heri Setyo Utomo Heru Sulistyo I Gusti Bagus Wiksuana ibnu khajar Ibnu Khajar Ikke Oktavianti, Renita Khoerul Anam Latifatun Nisak, Latifatun Lutfi Nurcholis Lutfi Nurcholis Maulidana, Syahrul Rizal Muchammad Shidqon Prabowo Musri’an Nanang Yusroni RATIH PARAMITA Ratih Pratiwi Ratih Pratiwi Romadhoni, Nurul Aina Sandi, Dendis Aris Satria Wibawa Wicaksana Suharto, Sulistyo Sulistyo Suharto Suparman Suparman Tamalia Alissyahbana Wahyu Setiawan Widodo Putra, Tri Hutomo Widya Refri Faranita Wily Saputra Windi Novia Ratri Wardhani Yuniar Dwi Lestari Zarkasi, Zarkasi