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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS
Saputro, Candra Kuncoro
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Economics, Econometrics & Finance

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Pengaruh Digital Marketing dan Brand Image Terhadap Minat Pengguna STIE Dharma Agung Indonesia Saputro, Candra Kuncoro
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 6 No 2 (2024): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/tribisnis.v6i2.470

Abstract

This study aims to determine the influence of Digital Marketing and Brand Image on the interest of STIE Dharma Agung Indonesia Users (Case Study on STIE Dharma Agung Indonesia Students), the population in this study is STIE Dharma Agung Indonesia Students. The sample used in this study was 240 Respondents, by measuring the Likert Scale. The model used in this study is the relationship between influence and data collection, which is a questionnaire/questionnaire instrument. The data analysis techniques used were Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis and Hypothesis Test. The positive impact of digital marketing and brand image on user interest shows that educational institutions must continuously improve and develop their marketing strategies and maintain a good brand image to increase student engagement and interest. These findings are particularly relevant for educational institutions looking to increase student attraction and engagement by using contemporary image management and marketing approaches. Based on the results of the research carried out, it shows that: 1) Digital marketing has an effect on the variable of User Interest 2) Brand Image has an effect on the variable of user interest 3) Digital Marketing and Brand Image simultaneously affect user interest.
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