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All Journal Jurnal Ekonomi Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Franky Okto Bernando
Unknown Affiliation
Humanities Economics, Econometrics & Finance Social Sciences

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THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING (INSTAGRAM) AND WORD OF MOUTH ON THE DECISION TO CHOOSE STABN SRIWIJAYA UNIVERSITY Pringgondani; Franky Okto Bernando; Andhyka Wicaksono
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 8 No. 2 (2025): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jamekis.v8i2.7940

Abstract

The purpose of this study is to examine how social media marketing, particularly Instagram, and word-of-mouth marketing affect students' decisions to enroll at Sriwijaya State Buddhist University (STABN). The study involved 200 randomly selected students from the second, fourth, sixth, and eighth semesters at STABN Sriwijaya, Tangerang, Banten. The survey approach was used, and the major tool was a questionnaire. With a computed t-value of 5,559 and a significance level of 0.000 <0.05, the initial hypothesis test findings from a population of 400 students demonstrate that social media marketing has a considerable impact on student decisions. With a t count of 11,775 and a significance level of 0.000 <0.05, the results of the second test also demonstrate a significant impact of word-of-mouth marketing. When the third hypothesis is tested, the estimated F value of 175.509 and the significance level of 0.000 <0.05 reveal that the two variables taken together have a substantial effect on student decisions. These findings suggest that word-of-mouth and social media marketing techniques play a significant role in luring students to STABN Sriwijaya. 
Brand Equity PT Pos Indonesia (Persero) Purba, Desima Fitriani; Franky Okto Bernando
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

The purpose of this study is to examine the brand equity of Pos Indonesia. The researchers employed descriptive analysis techniques, including interval class ranges and data processing through means, range, and mean differences. This study employed a sample of 200 customers of Pos Indonesia in Jakarta. The data was collected by distributing questionnaires using Google Forms. The purpose of this research was to examine brand equity, specifically focusing on four dimensions: brand awareness, brand perceived quality, brand association, and loyalty. Brand refers to the unique identity and reputation of a product or company. Brand loyalty is the tendency of customers to choose and support a certain brand above others consistently. The descriptive analysis of the brand equity condition of the Pos Indonesia Main Branch Office yielded an overall mean score of 3.66. This score indicates that all consumers agreed in perceiving the company's brand equity. Starting from the highest, the brand association dimension reveals the outcomes of each level. The top dimensions of brand equity in the brand association dimension are brand association (3.86), perceived quality (3.81), and brand awareness (3.75). Customers perceive these three aspects as aligning with the three dimensions of brand equity. Additionally, brand loyalty, which scored 3.23, was perceived by customers as strongly indicating their loyalty towards Pos Indonesia. This research is constrained by the fact that it only includes postal users residing in the DKI Jakarta region. This research is expected to serve as a benchmark for future studies and offer valuable insights for organizations to shape their policies and explore alternative solutions. 
Co-Authors Andhyka Wicaksono Pringgondani Purba, Desima Fitriani