The Influence of Institutional Image, Publicity, Digital Marketing on Students Purchase Decisions And Their Implications For Customer Value By Implementing Link & Match As Moderation (A Survey on Six Polytechnic Of Lp3i In Indonesia (original) (raw)
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The Influence of Social Media Marketing, Institutional Image and Trust on Student Loyalty
Proceedings of the Proceedings of The 2nd International Conference On Advance And Scientific Innovation, ICASI 2019, 18 July, Banda Aceh, Indonesia, 2019
The purpose of this research is to find out the influence of social media marketing on student loyalty, to find out the influence of social media marketing on institutional image, to find out the influence of institutional image on student loyalty, to find out the influence of social media marketing on student loyalty through institutional image, to find out the influence of social media marketing on trust, to find out the influence of trust on student loyalty, to find out the influence of social media marketing on student loyalty through trust, to find out the influence of (institutional) image on trust. This research is categorized as explanatory research. The population is bachelor degree students (S1) of five faculties at Budi Luhur University Jakarta who are at least already on their 4th semester. The data is collected using questionnaire which reliability and validity are tested for 30 respondents. The research sample is using purposive sampling with total of 110 respondents. The data is analyzed using Structure Equation Modeling (SEM) which consists of measurement model and structural model of AMOS program. Based on the research result, it can be concluded that social media marketing influences student loyalty, social media marketing influences institutional image, institutional image influences student loyalty, competitive advantage does not mediate the influence of social media marketing on student loyalty, social media marketing does not influence trust, trust influences student loyalty, and institutional image and trust do not mediate the influence of social media marketing on student loyalty.
Journal of e-Learning and Higher Education
The number of higher education institution in Indonesia both public and private increased in the last decade. With this kind of competition, it is more important than ever that universities find new ways to stand out and effectively market themselves to prospective students. The importance of the digital media as commercial platform is generally recognized by now and universities increasingly adopt online marketing channels compared to traditional ones. A vital issue of this research paper is to discover the process by which students use digital media and more specifically what the media's role is in the decision making process of choosing a university. This knowledge on the use of digital marketing in Higher Education Institutions (HEIs) especially as part of university marketing strategies is very crucial in order to compete for qualified students. The aim of this paper is to explore the impact of higher education institutions digital marketing on student decision making process. A qualitative research approach was employed in this study through semi-structured interviews, observation and documentation as data collection methods. This research involves a large public university in Indonesia which is actively engaged in managing institutional digital marketing media particularly at the university department of marketing and public relations. Creswell's analysis model was conducted and carried out inductively and interpreted with sentences that are logical and easily understood. Findings show that university marketing management engages with digital media since it has now become a trend in all the businesses around the globe including HEIs. Mostly, students engage social media to seek information about university before choosing the right one. The collaborative and engaging nature of social media provides an opportunity to balance the educational control since communication platform is built on opinions and experiences of students and other stakeholders.
AL-ISHLAH: Jurnal Pendidikan, 2021
Increasingly fierce competition from universities in getting new students requires universities to carry out marketing activities well, one of which is through promotion and formation of a good college image to influence the decisions of prospective new students in choosing a university. This research uses quantitative research, which consists of promotion variable (X1) as an exogenous variable, education image (Y1) as intervening variable, and decision to choose university (Y2) as an exogenous variable. This study uses primary data. It is obtained directly from respondents through questionnaires that have been tested for validity and reliability tests for each question item or statement that will be submitted to respondents. Data analysis technique to test the relationship between variables using structural equation modelling (SEM) using AMOS25. The sample of this study was 148 students of the Tarbiyah in an Institute. This study indicates that sales have a significant effect on ch...
Brand Awareness and Brand Image of Decision Making on University
2016
Universities are currently facing many challenges as institutions of higher education providers, espe-cially in obtaining numbers of students. The purpose of the study is to examine the effect of brand awareness on brand image, the effect of brand image on perceived value, the effect of perceived value on satisfaction, the effect of brand image on satisfaction, the effect of satisfaction on loyalty. Data collection methods are obtained from 200 samples of students in Jambi (primary data) with an analysis of Structural Equation Model Lisrel 8.80. The findings of this research are four hypothesis take positive and significant effect where Satisfaction has the most effect. However, it did not find any influence of brand image on satisfaction.
Journal of Entrepreneur, Business and Management, 2023
This study aims to determine the effect of digital marketing media and campus image on students' decisions to continue their studies at UKI Paulus Makassar. The sample in this study was 100 first semester students who were continuing their studies at UKI Paulus Makassar. Data were analyzed using a quantitative approach using the SmartPLS application. Digital Marketing variable (X1) and campus image variable (X2) are independent variables in this study. The Student Decision Variable (Y) in choosing UKI Paulus as a place for them to continue their studies is the dependent variable in this research. From this study it is known that the use of digital marketing media (X1) has effect on students' decisions in choosing UKI Paulus as a place for them to continue their studies (Y). And, campus image (X2) has a positive and significant effect on student decisions (Y) in choosing UKI Paulus as a place for them to continue their studies. Based on the research results, the author suggests to the UKI Paulus Makassar campus to make more use of digital marketing as an alternative means of promotion to attract new students, in addition to continuing to improve the brand image of their campus in the eyes of prospective new students.
Journal of Management and Business, 2015
The main development of a country can be measured by the education progress. It is allbased on people’s awareness to continue their study until college level. That’s why thegovernment must continue their development in the field of education by providingadditional college indicated by the significant growth of state universities. It requires thecollege to compete by improving brand equity to the people’s mind especially forprospective students or students. The strong brand equity in the people’s mind willaccelerate decision related enrolled in college. Most state universities in Indonesia are inSurabaya with four public universities. This study aims to determine the effect of brandawareness, brand associations, and the perceived quality of decision to choose stateuniversities in Surabaya. The method used quantitative by multistage sampling in 2012students of state universities in Surabaya. The results of this study showed that brandawareness has directly effect on the decision to ch...
Is The Satisfaction Moderate the Influence of Brand Image and Brand Trust Toward Loyalty of Student?
International Journal of Multidisciplinary Research and Analysis, 2022
This study aims to analyze and determine the effect of brand image and college brand trust towards student loyalty and student satisfaction as intervening variables. The number of respondents in this study is 360 students who will be taken as a sample. Then the analytical test used is the Smart PLS 3.0 software. The results of this study shows that the brand image and brand trust have the significance effect on loyalty. However, the brand image has no influence on the student satisfaction, and the following result also shows that the loyalty has not affected by satisfaction of student. Brand image and brand trust has no effect on loyalty through the satisfaction of student.
Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018), 2019
The selection process for excellent input (i.e., student) at the university has become the main issue in the higher education industry in recent years. More specifically, many top universities at the level of national and/or international select the excellent student candidate until the remote area in Indonesia. Thus, it makes local public universities in West Sumatera province also face high competition to finding the excellent candidate which is, excellent input is important to build university brand image. Therefore, this study investigates the determinants of customer satisfaction and student loyalty at Universitas Negeri Padang (UNP). By reason of there have been limited studies on mediating effect, this paper introduces the university brand image as a moderator. The researchers collected data from the student at UNP and path analysis was used to examine the research framework. The empirical findings show that student satisfaction is an important determinant of student loyalty. The interesting finding, university brand image has significantly mediating on the relationship between satisfaction and loyalty. The findings suggest that university brand image should be considered by the university's management as a good alternative for building student loyalty.
Journal of critical reviews, 2020
To develop the county, technical and high skilled workers are in high demand by various industries. Align with this, the government has put high attention on main stream the technical education in Malaysia. In addition, the enrollment to in Technical and Vocational Education and Training (TVET) is expected to be increased as to support higher industry demand. The main purpose of this study is to empirically investigate the mediating role of Corporate Image of University (CIO) on the link between Service Quality (SQ) and Student Loyalty (SL) of Technical Higher Learning Institution (HLIs) in TVET sectors in Malaysia. The previous research discovered that student loyalty level is influenced by Service Quality and Corporate Image of Universities. The relationships between the constructs is positive. However, there is inadequate evidence on mediating effect of Corporate Image of University on the relationship between Servic e Quality and Student Loyalty in TVET Higher Education Institution (HLI). Convenience sampling was used to distribute the questionnaires to final year student from Universiti Kuala Lumpur. 398 of good questionnaires were analyzed by using Partial Least Square (PLS)-Structural Equation Modelling (SEM). The results shows that there is direct effect of Service Quality to Corporate Image of University and Student Loyalty. There is also direct effect of Corporate Image of University and Student Loyalty. Interestingly, there is also mediation effect of Corporate Image of University on the link between Service Quality and Student Loyalty.
Dinasti International Journal of Education Management and Social Science (DIJEMSS), 2023
Vocational High School competition is very tight, all institutions offer their own advantages to attract students. This study begins with the concept of Student Loyalty which is used to describe the mediator that links Service Quality and Institutional Image to WOM. Using the theory SERVQUAL by Parasuraman et al. (1991), the researchers used the Path Analysis model with SPSS 18. The number of respondents was 190 identified from 17 Vocational High Schools in East Java Province, Indonesia. The results show that Student Loyalty was unable to play a mediating role in the effects of Service Quality and Institutional Image on Word of Mouth, and Institutional Image has a greater influence than service quality. Implications are discussed, and study limitations are noted for guidance in future research.