Work

Peran Media Sosial, Biaya UKT, dan Citra Merek Mempengaruhi Keputusan Melanjutkan Studi di Universitas Budi Luhur

Year: 2025

Type: article

Abstract: This research aims to determine the role of social media, single tuition fees (UKT), and brand image on the decision to continue studying at Budi Luhur University, South Jakarta. In this study the population is known. The sample used in this research was 100 respondents, using a simple random sampling method and using the Slovin formula. In this research, the data was analyzed using the SPSS 26 program with Microsoft Excel 2016. The results showed that Social Media had a significant influence on the Decision to Continue Studying, UKT Fees did not have a significant influence on the Decision to Continue Studying, and Brand Image had a significant influence on the Decision to Continue Studying.

Source: Digital Bisnis Jurnal Publikasi Ilmu Manajemen dan E-Commerce

DOI: 10.30640/digital.v4i1.3944

Authors: Marsudin Putra Jaya Gulo, Yugi Setyarko

Institution: Universitas Budi Luhur

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W4408537944

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