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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Yoga Kharisma, Alfin
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology Social Sciences

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THE THE ROLE OF UNIVERSITY IMAGE AND BRAND AWARENESS IN MEDIATING ANTECEDENTS OF STUDENTS' DECISION TO CHOOSE A UNIVERSITY Yoga Kharisma, Alfin; Haryono, Tulus
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 2 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

In today's highly competitive environment, branding has become a major strategy for universities to differentiate themselves from competitors. By creating a strong and distinct brand image, universities can effectively control the level of competition and attract the attention of prospective students and stakeholders. This research analyzes the influence of promotions on social media, accreditation, study program prospects, facilities, education costs, and location on students' decisions in choosing a private university with brand awareness and university image as mediating variables. The sample used in this research were new students at a private university, namely Duta Bangsa University, Surakarta, Indonesia. The sampling technique used was proportional random sampling, and the number of samples taken was 318 new students. The analysis tool used is PLS-SEM. The findings in this research are that accreditation, study program prospects, location, and image influence students' decisions when choosing a university. Social media promotions, study program prospects, facilities, education costs, and location influence the university's image. Social media promotion, accreditation, and location influence brand awareness. Image mediates the influence of social media promotion, study program prospects, educational facilities, educational costs, and location on choosing a university. The implications of this research provide direction for university policies in carrying out effective branding strategies to improve prospective students' decisions in choosing a university.
THE ROLE OF SOCIAL MEDIA MARKETING ON BRAND AWARENESS AND STUDENT DECISIONS TO CHOOSE UNIVERSITY Yoga Kharisma, Alfin; Haryono, Tulus
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2023: Proceeding of the 4th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/icohetech.v4i1.3434

Abstract

This study is aimed to analyze the influence of social media marketing activities on brand awareness and students' decisions in choosing higher education institutions. The population in this study was students of Universitas Duta Bangsa, data collection methods using online questionnaires, and data analysis methods using SEM-PLS. The results of this study found that marketing activities through social media have a positive effect on the decision to choose a university. The components of social media marketing activities that influence the decision to choose a university are entertainment, interactivity, trendy, customization, and E-WOM. Meanwhile, what affects brand awareness is entertainment, customization, and E-WOM.
Co-Authors Tulus Haryono, Tulus