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

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.