The Influence of Social Media and Brand Image on the Decision to Choose a College, Gde Pudja State Hindu Institute of Mataram
DOI:
https://doi.org/10.63577/lis.v2i1.100Keywords:
Social Media, Brand Image, Decision to ChooseAbstract
Higher education plays a key role in driving national change, with universities striving to enhance their educational quality amidst growing competition for top rankings. To stand out, promotional media, particularly social media, is crucial for disseminating information. The Gde Pudja State Hindu Institute of Mataram, a Hindu religious higher education institution in West Nusa Tenggara, effectively uses social media to promote its programs and has developed a positive brand image within the community. This study investigates how social media promotions and brand image influence prospective students' decisions to choose this institution. Employing a quantitative research approach, the study analyzes numerical data to measure the impact of these factors on decision-making. Data were collected through questionnaires from 100 students at Gde Pudja State Hindu Institute of Mataram and analyzed using Smart PLS software. The findings show that social media (X1) has a significant and positive impact on students' decisions to select a higher education institution (Y). Brand image (X2) also plays a significant role in influencing these decisions. Furthermore, the combined effects of social media and brand image demonstrate a positive and substantial influence on students' choices. These results highlight the importance of social media marketing and a strong brand image in attracting prospective students.
Downloads
References
Agustin, F., Aini, Q., Khoirunisa, A., & Nabila, E. A. (2020). Utilization of blockchain technology for management of the e-certificate open journal system. Aptisi Transactions on Management, 4(2), 133-138. DOI: https://doi.org/10.33050/atm.v4i2.1293
Aini, E. P., Masykur, R., & Komarudin, K. (2018). Handout Matematika berbantuan Etnomatematika Berbasis Budaya Lokal. Desimal: Jurnal Matematika, 1(1), 73. https://doi.org/10.24042/djm.v1i1.1950 DOI: https://doi.org/10.24042/djm.v1i1.1950
Arianty, N., & Andira, A. (2021). The influence of brand image and brand awareness on purchasing decisions. Maneggio: Master of Management Scientific Journal, 4(1), 39-50.
Anizir, A., & Wahyuni, R. (2017). Pengaruh sosial media marketing terhadap brand image perguruan tinggi swasta di Kota Serang. Sains Manajemen: Jurnal Manajemen Unsera, 3(2).
Chen, S. C., & Lin, C. P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological forecasting and social change, 140, 22-32. DOI: https://doi.org/10.1016/j.techfore.2018.11.025
Darmaningrum, K., Kurniawati, S. B., Sumarto, L., Rumaningsih, M., Adiyani, R., Darsono, D., & Prasetyo, O. D. T. (2024). Pelatihan digital marketing dan penggunaan e-commerce untuk UMKM di Desa Karangsari Kabupaten Karanganyar. GANESHA: Jurnal Pengabdian Masyarakat, 4(1), 115-122.
Dewanthari, N. N. T. T., Wirawan, I. W. A., & Listiawati, N. P. (2019). Pengaruh Kualitas Layanan Terhadap Kepuasan Mahasiswa Dan Implikasinya Pada Loyalitas Mahasiswa Di Sekolah Tinggi Agama Hindu Negeri Gde Pudja Mataram. Jurnal Widya Sandhi, 10(2), 2040-2053.
Fauzi, I., & Kartiko, A. (2023). Pengaruh Promosi an Produk Terhadap Pengambilan Keputusan Memilih Madrasah. Munaddhomah: Jurnal Manajemen Pendidikan Islam, 4(2), 242–251. https://doi.org/10.31538/munaddhomah.v4i2.435 DOI: https://doi.org/10.31538/munaddhomah.v4i2.435
Ferdinand, Augusty, 2000, Manajemen Pemasaran : Sebuah Pendekatan Strategik.. Program Magister Manajemen Universitas Diponegoro. Semarang.
Garson (2016). Partial Least Squares: Regression & Structural Equation Models. New York: Statistical Publishing Associates.
Ghozali, I. (2014). An efficiency determinant of the banking industry in Indonesia. Research Journal of Finance and Accounting, 5(3), 18–26.
Ghozali, & Nasehudin. (2018). Metode Penelitian Kuantitatif. Pustaka Setia.
Ghozali, I. & Latan, H. (2021). Partial Least Square: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Diponogoro.
Griffin, Jill (2015), Customer Loyalty : Menumbuhkan dan Mempertahankan Kesetiaan , Alih bahasa,Jakarta: Erlangga
Hair Jr, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107–123. DOI: https://doi.org/10.1504/IJMDA.2017.087624
Hajatina, H. (2024). Strategi promosi media sosial dan pengaruhnya terhadap keputusan mahasiswa dalam memilih institusi pendidikan tinggi. Jurnal Manajemen Dan Bisnis, 2(3), 136-146 DOI: https://doi.org/10.36490/jmdb.v2i3.1143
Higgins, J. M. (2005). Strategi. New York. CBS College Publishing.
Hurriyati, R. (2018). Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta
Indriyani, R., & Suri, A. (2020). Pengaruh Sosial Media terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Jurnal Manajemen Pemasaran, 14(1), 25-34. DOI: https://doi.org/10.9744/pemasaran.14.1.25-34
Iskandar, D., & Nasution, M. I. B. (2019). Analisis Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan Terhadap Keputusan Pembelian pada Online Shop Lazada (Studi Kasus Pada Mahasiswa/i FEB UMSU). In Prosiding Seminar Nasional Kewirausahaan (Vol. 1, No. 1, pp. 128-137).
Juliana, J., & Johan, J. (2020). Pengaruh brand image dan brand trust sebagai variabel intervening dalam memilih universitas. Journal of Business and Banking, 9(2), 229. https://doi.org/10.14414/jbb.v9i2.1978. DOI: https://doi.org/10.14414/jbb.v9i2.1978
Karamang, E. (2022). Pengaruh Social Media Marketing dan Brand Image Terhadap Keputusan Memilih Pada Sekolah Bisnis Di Bandung. MANNERS (Management and Entrepreneurship Journal), 5(1). DOI: https://doi.org/10.56244/manners.v5i1.457
Keller, K. L., & Kotler, P. (2016). 12 Branding in B2B firms. Handbook of business-to-business marketing, 208-225.
Kotler, P. & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Kotler, Philip & Keller, K. L. 2016. Marketing Management. (14th.Ed). New Jersey: Pearson Prentice Hall.
Kristina, T., & Sugiarto, C. (2020). The role of trust mediates the influence of social media marketing and Electronic Word-of-Mouth on purchase intention. Management and entrepreneurship: development trends, 4(14), 102-113. DOI: https://doi.org/10.26661/2522-1566/2020-4/14-08
Maharani, A. F., Fawaz, D. M., Kusumasari, I. R., & Nugroho, R. H. (2024). Analisis Model Pengambilan Keputusan Pendekatan Rasional dan Normatif. Jurnal Akuntansi, Manajemen, dan Perencanaan Kebijakan, 2(2), 8-8. DOI: https://doi.org/10.47134/jampk.v2i2.534
Mamonov, S., & Benbunan-Fich, R. (2017). Exploring factors affecting social e-commerce service adoption: The case of Facebook Gifts. International Journal of Information Management, 37(6), 590-600. DOI: https://doi.org/10.1016/j.ijinfomgt.2017.05.005
Manullang, O. J. R., & Simanjuntak, M. (2024). Pengaruh Pemasaran Media Sosial Dan Persepsi Calon Mahasiswa Terhadap Keputusan Pemilihan Perguruan Tinggi: Studi Kasus Pada Institut Teknologi Del. Jurnal Manajemen Kreatif Dan Inovasi, 2, 168-79. DOI: https://doi.org/10.59581/jmki-widyakarya.v2i3.3820
Monawati, M., & Fauzi, F. (2018). Hubungan Kreativitas Mengajar Guru Dengan Prestasi Belajar Siswa. Jurnal Pesona Dasar, 6(2). DOI: https://doi.org/10.24815/pear.v6i2.12195
Mutmainna, M., Yunarti, Y., & Kumalasari, T. (2023). Pengaruh Sosial Media Marketing Terhadap Minat Masuk Perguruan Tinggi Negeri. SEIKO: Journal of Management & Business, 6(1), 467-470.
Ningsih, D. (2019). Analisa Brand Image Dalam Pengambilan Keputusan Memilih Perguruan Tinggi. In Jurnal Pemasaran Kompetitif (Vol. 03, Issue 1). http://www.openjournal.unpam.ac.id/index.php/JPK DOI: https://doi.org/10.32493/jpkpk.v3i1.3605
Novilla, M. N. (2018). Ionophores. In Veterinary Toxicology. (pp. 1073-1092). Academic Press. DOI: https://doi.org/10.1016/B978-0-12-811410-0.00078-7
Purwati, A., & Cahyanti, M. M. (2022). Pengaruh brand ambassador dan brand image terhadap minat beli yang berdampak pada keputusan pembelian. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 32-46. DOI: https://doi.org/10.46367/iqtishaduna.v11i1.526
Rahayu, E., & Hasanah, U. (2020). Sosial media dan pengaruhnya terhadap keputusan mahasiswa memilih STMIK Royal. Journal of science and social research, 3(1), 33-40.
Robbins, Stephen P. 2001. Perilaku Organisasi: Konsep, Kontroversi, Aplikasi, Jilid 1, Edisi 8, Prenhallindo, Jakarta.
Salusu, A. (2016). Proses Pengambilan Keputusan: Teori dan Praktek.
Tjiptono, Fandy. 2019. Pemasaran Jasa Edisi Terbaru.Yogyakarta: Penerbit Andi.
Tuten, T. L. (2023). Sosial media marketing. Sage Publications Limited.
Usman, Husaeni. 2016. Manejemen Teori, Praktik, Dan Riset Pendidikan. Jakarta: Bumi Aksara.
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM) techniques using SmartPLS. Marketing bulletin, 24(1), 1-32.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Jurnal Ilmu Komunikasi : Gelis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
