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The Influence of Social Media Marketing and Brand Awareness on Students’ Interest in Registering to University

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Anang Bambang Pujianto

    (Universitas Informatika dan Bisnis Indonesia)

  • Aggi Panigoro Sarifiyon

    (Universitas Informatika dan Bisnis Indonesia)

  • Johnson Sinaga

    (Universitas Informatika dan Bisnis Indonesia)

Abstract

This research aimed to identify the impact of social media marketing and brand awareness on students’ interest in enrolling at the Universitas Informatika dan Bisnis Indonesia (UNIBI). The independent components used in this research are social media marketing and brand awareness, while the dependent element is interest in registering. The population used in this research were students from the Indonesian University of Informatics and Business through sampling using the Slovin formula of 92 respondents. The method used in this research was the cluster random sampling method. The data collection technique in this research uses a quantitative questionnaire. The data analysis technique in this research uses descriptive statistical analysis and multiple regression, and hypothesis testing uses SPSS 25. The research results show that testing using partial social media marketing has an impact on students’ interest in registering, including brand awareness, which influences students’ encouragement to register. The R Square (R2) value is 0.807, showing that the high impact of social media marketing and brand awareness on students’ interest in registering is 80.7%. The remaining 0.193 or 19.3% is influenced by other components not examined in this research.

Suggested Citation

  • Anang Bambang Pujianto & Aggi Panigoro Sarifiyon & Johnson Sinaga, 2025. "The Influence of Social Media Marketing and Brand Awareness on Students’ Interest in Registering to University," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 496-503, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_60
    DOI: 10.2991/978-94-6463-817-2_60
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