<![CDATA[Research aim : This study aims to analyze the influence of Word of Mouth and Social Media Marketing on students' decisions in choosing a private university in Kediri, with Brand Image as a mediating variable. Design/Methods/Approach : This study uses a quantitative approach. The research sample was 75 first-semester students from three private universities in Kediri selected by purposive sampling technique. Data analysis used the Partial Least Squares–Structural Equation Modeling method. Research Finding : The results show that WOM and SMM have a positive and significant effect on Brand Image, which in turn has a strong influence on students' decisions. WOM has a small but significant direct effect, while SMM does not show a significant direct effect. However, both are proven to have a significant indirect effect through Brand Image. Theoretical contribution/Originality : The novelty of this study lies in the testing of an integrative model that combines WOM and SMM in a single Brand Image mediation framework in the context of higher education, as well as the finding that SMM does not have a direct effect on decisions, but rather works indirectly through the formation of brand image—a result that enriches previous literature that generally places SMM as a direct determinant of decisions. Practitioner/Policy implication : This study expands the application of Brand Equity Theory. Practically, private universities need to integrate WOM strategies and social media marketing to strengthen their brand image through authentic testimonials, alumni engagement, and interactive digital content. Research limitation : This study is limited by its relatively small sample size and geographic focus in the Kediri region, thus limiting the generalizability of the findings. Future research is recommended to use larger samples, a longitudinal approach, and comparisons across regions or types of universities to increase generalizability and depth of analysis.]]>
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