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

Anang Bambang Pujianto (), Aggi Panigoro Sarifiyon and Johnson Sinaga
Additional contact information
Anang Bambang Pujianto: Universitas Informatika dan Bisnis Indonesia
Aggi Panigoro Sarifiyon: Universitas Informatika dan Bisnis Indonesia
Johnson Sinaga: Universitas Informatika dan Bisnis Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 496-503 from Springer

Abstract: 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.

Keywords: Brand Awareness; Interest in Registering; Social Media Marketing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_60

Ordering information: This item can be ordered from
http://www.springer.com/9789464638172

DOI: 10.2991/978-94-6463-817-2_60

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().