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All Journal The Eastasouth Management and Business
I Gede Ngurah Wira Pratama
Prodi Magister Manajemen, Universitas Dhyana Pura
Decision Sciences, Operations Research & Management

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Journal : The Eastasouth Management and Business

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The Influence of Social Media Marketing and Electronic Word of Mouth on Interest in Choosing Dhyana Pura University, Bali Through Brand Image Mediation I Gede Ngurah Wira Pratama; Gusti Ngurah Joko Adinegara; Yeyen Komalasari; R Tri Priyono Budi Santoso
The Eastasouth Management and Business Vol. 2 No. 03 (2024): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v2i03.262

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.
Co-Authors Gusti Ngurah Joko Adinegara R Tri Priyono Budi Santoso Yeyen Komalasari