Peran Social Influence sebagai Variabel Mediating dalam Pengaruh Brand Image dan Digital Marketing terhadap Keputusan Pemilihan Perguruan Tinggi Swasta (PTS)
DOI:
https://doi.org/10.47747/snfmi.v3i1.3126Abstract
This study aims to analyze the influence of brand image and digital marketing on the decision to choose a Private University (PTS), with social influence tested as a mediating variable. A quantitative approach was used through a survey of 400 prospective students at five PTS in Palembang City. Data were collected using a 1–5 Likert-scale questionnaire and analyzed using PLS-SEM (SmartPLS 4.0) to assess the quality of measurement and structural relationships. The results show that brand image and digital marketing have positive, significant effects on PTS selection decisions. Social influence was also found to have a positive and significant impact on selection decisions. However, the mediating role of social influence in the relationship between brand image and digital marketing decisions was not significant, suggesting that the direct impact of the two exogenous variables is more dominant in this context. The research model shows strong explanatory power on selection decisions (adjusted R² of 0.874). Theoretically, these findings enrich the higher education marketing literature by emphasizing the importance of institutional brand equity and the effectiveness of the digital communication mix. At the same time, in practice, it is recommended that PTS prioritize strengthening the institutional image and managing relevant digital content, while activating curated social proof (alums and peer testimonials) to enhance prospective students' confidence.
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