Journal of Management and Social Sciences
Vol. 2 No. 3 (2023): August : Journal of Management and Social Sciences

SOCIAL MEDIA MARKETING ON CAMPUS

I Nyoman Tri Sutaguna (Universitas Udayana)
Muhammad Yusuf AR (Universitas Fajar)
Mashudi Hariyanto (IAI Nusantara Batanghari Jambi)
Geofakta Razali (Institut Ilmu Sosial dan Manajemen STIAMI)
Arief Yanto Rukmana (Sekolah Tinggi Ilmu Ekonomi STAN IM)

Article Info

Publish Date
24 Jun 2023

Abstract

Universities are using social media more creatively in their marketing as a result of digitalization. However, there are few theoretical models that explain the success of social media marketing (SMM) in educational institutions, particularly Instagram. This study seeks to address a theoretical need by concentrating on four variables: QMS, brand awareness, product image, and brand attitude. A poll of 141 Gen Y and 17-27-year-olds was used to acquire quantitative data. The data was then examined using the SmartPLS Statistics tool and Structural Equation Modeling (SEM). Three key findings emerge from the data analysis. First, QMS has a significant and positive influence on brand attitude, brand awareness and brand image.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Journal of Management and Social Sciences
Website

Abbrev

Jimas

Publisher

Sekolah Tinggi Ilmu Administrasi Yappi Makassar

Subject

Decision Sciences, Operations Research & Management Social Sciences Transportation

Description

Ilmu manajemen Manajemen Manajemen Syariah Administrasi Keuangan (Perkantoran, Pajak, Hotel, Logistik, Dll) Pemasaran Manajemen Transportasi Manajemen Industri Manajemen Informatika Kesekretariatan Ilmu Sosial : Ilmu Komunikasi Jurnalistik Hubungan Masyarakat Periklanan Televisi dan Film Manajemen ...