PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PILIHAN PERGURUAN TINGGI MELALUI BRAND IMAGE

Arifian, Riski Nur (2024) PENGARUH SOCIAL MEDIA MARKETING DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PILIHAN PERGURUAN TINGGI MELALUI BRAND IMAGE. Other thesis, STIE Bank BPD Jateng.

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Abstract

This research aims to examine the influence of social media marketing, service quality, and brand image on college selection decisions, examine the influence of social media marketing and service quality on brand image. Testing the mediating role of brand image on the influence of social media marketing and service quality on college selection decisions. The population in this study was all 237 STIBISNIS students, with a sampling technique using a random sample of 100 respondents. Analysis uses partial least squares (PLS) with the smartPLS analysis tool. The results of this research, social media marketing, service quality, and brand image have a significant positive effect on college selection decisions, social media marketing and service quality have a significant positive effect on brand image. Brand image mediates the influence of social media marketing and service quality on college selection decisions with partial complementary mediation properties Keywords: social media marketing, service quality, brand image, selection decisions

Item Type:	Thesis (Other)
Additional Information:	Penelitian ini bertujuan menguji pengaruh social media marketing, kualitas pelayanan, dan brand image terhadap keputusan pemilihan perguruan tinggi, menguji pengaruh social media marketing dan kualitas pelayanan, terhadap brand image. Menguji peran mediasi brand image pada pengaruh social media marketing dan kualitas pelayanan terhadap keputusan pemilihan perguruan tinggi. Populasi pada penelitian ini adalah seluruh mahasiswa STIBISNIS sebanyak 237, dengan teknik pengambilan sampel menggunakan random sampel sebanyak 100 responden. Analisis menggunakan partial least square (PLS) dengan alat analisis smartPLS. Hasil penelitian ini, social media marketing, kualitas pelayanan, dan brand image berpengaruh positif signifikan terhadap keputusan pemilihan perguruan tinggi, social media marketing dan kualitas pelayanan berpengaruh positif signifikan terhadap brand image. Brand image memediasi pengaruh social media marketing dan kualitas pelayanan terhadap keputusan pemilihan perguruan tinggi dengan sifat mediasi bersifat partial complementary.
Uncontrolled Keywords:	social media marketing, kualitas pelayanan, brand image, keputusan pemilihan
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	04 Sep 2024 05:53
Last Modified:	04 Sep 2024 05:53
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2092

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