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All Journal Journal of Innovation in Management, Accounting and Business Jurnal Teknologi Dan Ilmu Pertanian (TIP)
Sentosa, Budi
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Economics, Econometrics & Finance

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The Impact of Social Media Marketing on College Selection Mediated By Brand Image: Case Study on @officialunila Instagram Account Sentosa, Budi; Bangsawan, Satria; Wulan, Mutiasari Nur
Journal of Innovation in Management, Accounting and Business Vol. 4 No. 2 (2025)
Publisher : Papanda Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56916/jimab.v4i2.1726

Abstract

Increasing competition among universities has prompted Lampung University to optimize its digital marketing strategies through social media, yet the @officialunila Instagram account faces challenges in effectively attracting prospective students despite significant engagement growth. This study examines the relationship between social media marketing and students' college selection decisions, with brand image serving as a mediating variable, using Structural Equation Modeling with Partial Least Squares (SEM-PLS) to analyze data from 390 Lampung University students from the class of 2024. The findings reveal that social media marketing has a strong positive correlation with brand image (path coefficient = 0.708; p-value = 0.000) and college selection decisions (path coefficient = 0.167; p-value = 0.000), while brand image significantly influences selection decisions (path coefficient = 0.752; p-value = 0.000) and effectively mediates the relationship between social media marketing and selection decisions through complementary mediation (path coefficient = 0.532; p-value = 0.000). The results demonstrate that social media marketing significantly impacts prospective students' decision-making processes both directly and indirectly through brand image enhancement, suggesting that Lampung University should continue managing the @officialunila Instagram account professionally by creating informative and engaging content tailored to digital generation preferences to strengthen brand image and attract prospective students.
Inovasi Teknologi Pertanian Organik terhadap Peningkatan Produktivitas dan Keberlanjutan Usahatani Padi di Pedesaan Sentosa, Budi; Syaputri, Indri
Jurnal Teknologi dan Ilmu Pertanian Vol. 2 No. 01 (2024): Jurnal Teknologi dan Ilmu Pertanian
Publisher : Cattleya Darmaya Fortuna

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54209/tip.v2i01.388

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penerapan teknologi pertanian organik terhadap produktivitas padi serta dampaknya pada keberlanjutan lingkungan. Metode penelitian menggunakan pendekatan kuantitatif dengan desain survei dan analisis deskriptif serta uji statistik regresi linier. Data diperoleh dari 60 responden petani padi di Kabupaten X. Hasil penelitian menunjukkan bahwa penerapan teknologi organik (pupuk hayati, pestisida nabati, dan pola tanam ramah lingkungan) berpengaruh signifikan terhadap peningkatan hasil panen sebesar 18% dibanding metode konvensional. Selain itu, tingkat kesuburan tanah meningkat dan ketergantungan terhadap pupuk kimia menurun. Kesimpulannya, pertanian organik dapat menjadi solusi keberlanjutan usahatani padi di pedesaan.
Co-Authors Satria Bangsawan Syaputri, Indri Wulan, Mutiasari Nur