Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

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The Effect of Social Media Marketing and Brand Image on Choosing Decision of A School of Business in Bandung

Authors
Erza Karamang
Corresponding Author
Erza Karamang
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.088How to use a DOI?
Keywords
social media marketing, brand image, decision to choose, School of Business
Abstract

In the era of digitalisation, the need for social media marketing and brand image in various industries is very important, including in the Higher Education industry. Online marketing efforts and activities are needed to influence prospective students in choosing a School of Business Bandung. Therefore, social media marketing is expected to contribute to the decision making of prospective students, while the brand image is expected to have a significant role in improving the decisions. This study aims to examine the effect of social media marketing and brand image on the decision of students in choosing a School of Business in Bandung. The method used was descriptive and verification research with a sample of 100 students. The sampling technique used was non-probability sampling. For data analysis, the Multiple Linear Regression statistical tool was used with a significance level of 5% for the T-Test and F-Test. The results of this study indicated that both partial and simultaneous tests showed that social media marketing and brand image variable influenced choosing decision, in which brand image had a greater contribution than social media marketing.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
978-94-6239-424-7
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.088How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Erza Karamang
PY  - 2021
DA  - 2021/09/02
TI  - The Effect of Social Media Marketing and Brand Image on Choosing Decision of A School of Business in Bandung
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 445
EP  - 449
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.088
DO  - 10.2991/aebmr.k.210831.088
ID  - Karamang2021
ER  -