Antecedent Brand Image in Fostering Interest in Continuing Studies at Hospitality Training Institutions

Putu Rana Janendra, I Gusti Ayu Wimba and Putu Yudy Wijaya
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Putu Rana Janendra: Student of Master of Management Study Program, Faculty of Economics Business and Tourism, Hindu Indonesia University, Denpasar, Indonesia.
I Gusti Ayu Wimba: Associate Professor from Faculty of Economics Business and Tourism, Hindu Indonesia University, Denpasar, Indonesia.
Putu Yudy Wijaya: Associate Professor from Faculty of Economics Business and Tourism, Hindu Indonesia University, Denpasar, Indonesia.

International Journal of Science and Business, 2022, vol. 16, issue 1, 01-14

Abstract: Executive Hospitality International RTO is a vocational education college engaged in hospitality HR training services. Various marketing strategies carried out by Executive Hospitality International RTO to attract the interest of the target market continue their studies, such as using social media marketing and celebrity endorsers. therefore, this study aims to analyze the role of social media marketing and celebrity endorsers on the interest in continuing their studies at Executive Hospitality International RTO both directly and mediated by brand image. This study uses a quantitative survey research design on prospective students who have been recorded to continue their studies at Executive Hospitality International RTO in 2022 which is the population and sample of this study. Furthermore, the collected data were analyzed with SEM-PLS analysis techniques. The findings of this study demonstrate that each social media marketing variable and celebrity endorsement has a substantial impact on the brand.Brand reputation has a big impact on students' desire to keep learning. Additionally, social media marketing has the potential to significantly affect interest in further investigations through brand image, whether directly or indirectly. Celebrity endorsers' ability to sway consumers' enthusiasm in continuing their education at Executive Hospitality International RTO might be mitigated by a company's brand image.

Keywords: Social Media Marketing; Celebrity Endorser; Brand Image; Interest in Continuing Studies. (search for similar items in EconPapers)
Date: 2022
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