MEDIASI BRAND IMAGE PADA SOCIAL MEDIA MARKETING DAN INFLUENCER MARKETING TERHADAP PEMILIHAN KAMPUS

Nurmalasari Nurmalasari; Latifah Latifah

doi:10.33480/jasdim.v5i1.8329

Authors

Nurmalasari Nurmalasari Universitas Bina Sarana Informatika
Latifah Latifah Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.33480/jasdim.v5i1.8329

Keywords:

citra merek, keputusan pemilihan perguruan tinggi, pemasaran melalui influencer, aktivitas pemasaran media sosial

Abstract

Perkembangan media sosial telah mendorong perguruan tinggi untuk mengadopsi strategi pemasaran digital dalam menarik minat calon mahasiswa. Social media marketing activity dan influencer marketing menjadi dua pendekatan utama yang digunakan untuk membangun citra institusi dan memengaruhi keputusan memilih kampus, khususnya di kalangan Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activity dan influencer marketing terhadap keputusan memilih kampus dengan brand image sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 118 mahasiswa semester 1 yang berkuliah di perguruan tinggi di Kalimantan Barat. Teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel laten secara simultan. Hasil penelitian menunjukkan bahwa social media marketing activity dan influencer marketing berpengaruh positif dan signifikan terhadap brand image. Selain itu, brand image berpengaruh positif dan signifikan terhadap keputusan memilih kampus. Temuan juga menunjukkan bahwa brand image berperan sebagai variabel mediasi yang signifikan dalam hubungan antara social media marketing activity dan influencer marketing terhadap keputusan memilih kampus. Penelitian ini memberikan implikasi praktis bagi pengelola perguruan tinggi dalam merancang strategi pemasaran digital yang efektif melalui optimalisasi konten media sosial dan pemanfaatan influencer guna membangun citra institusi yang kuat serta meningkatkan daya tarik kampus di tengah persaingan pendidikan tinggi.

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