Pengaruh Digital Marketing, Brand Image, dan Electronic Word of Mouth terhadap Keputusan Memilih Perguruan Tinggi
Studi pada Mahasiswa Baru di Era Ekonomi Digital
DOI:
https://doi.org/10.55606/jebaku.v6i2.7701Keywords:
Brand Image, Digital Marketing, Electronic Word of Mouth, First-Year Students, University Selection DecisionAbstract
Competition among higher education institutions to attract new students has intensified alongside the rapid development of digital technology and changes in prospective students' information-seeking behavior. Higher education institutions are no longer able to rely solely on conventional promotional activities but are required to optimize digital marketing, strengthen brand image, and manage electronic word of mouth (e-WOM) as effective marketing strategies. These factors are considered important in shaping perceptions and influencing students' decisions when selecting a university. This study aims to examine the influence of Digital Marketing, Brand Image, and Electronic Word of Mouth on the decision to choose a university among first-year students in the digital economy era. This research employs a quantitative approach using a survey method involving first-year students selected through purposive sampling. Data are collected using a five-point Likert scale questionnaire and analyzed through multiple linear regression using SPSS software. The findings are expected to provide empirical evidence regarding the influence of each independent variable on university selection decisions and offer strategic recommendations for higher education institutions in developing more effective, adaptive, and student-oriented marketing strategies in the digital era.
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