The Influence of Social Media Marketing and Electronic Word of Mouth on Interest in Choosing Dhyana Pura University, Bali Through Brand Image Mediation

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Published: May 31, 2024
DOI: https://doi.org/10.58812/esmb.v2i03.262
Keywords:
Brand Image Electronic Word of Mouth Higher Education Marketing Social Media Marketing Student Enrollment Strategies

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I Gede Ngurah Wira Pratama
Prodi Magister Manajemen, Universitas Dhyana Pura
Gusti Ngurah Joko Adinegara
Prodi Magister Manajemen, Universitas Dhyana Pura
Yeyen Komalasari
Prodi Magister Manajemen, Universitas Dhyana Pura
R Tri Priyono Budi Santoso
Prodi Magister Manajemen, Universitas Dhyana Pura

Abstract

This study examines the influence of Social Media Marketing (SMM) and Electronic Word of Mouth (eWOM) on the level of interest in selecting Dhyana Pura University Bali, with brand image serving as a mediator. Utilizing a quantitative research approach, data was gathered from students at the university and analyzed through SEM-PLS. The results highlight that both SMM and eWOM significantly enhance the university's brand image, which in turn positively affects students' interest in choosing the institution. The findings suggest that effective utilization of SMM and eWOM can be crucial strategies for educational institutions aiming to enhance their attractiveness and competitive edge in the educational sector.

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How to Cite
Pratama, I. G. N. W., Adinegara, G. N. J., Komalasari, Y., & Santoso, R. T. P. B. (2024). The Influence of Social Media Marketing and Electronic Word of Mouth on Interest in Choosing Dhyana Pura University, Bali Through Brand Image Mediation. The Eastasouth Management and Business, 2(03), 310–327. https://doi.org/10.58812/esmb.v2i03.262
Issue
Vol. 2 No. 03 (2024): The Eastasouth Management and Business (ESMB)
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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