Analysis of Social Media, Brand Image and Word of Mouth on Decisions with Attitude as a Moderating Variable (Case Study on Economics Faculty Students)
Year: 2025
Type: article
Abstract: This study analyzes the influence of Social Media, Brand Image, and Word of Mouth on students’ decisions to study at the Faculty of Economics, Prima Indonesia University, with Attitude as a moderator. The population was 4,056 students, and using the Hair formula, a sample of 170 was obtained. Data were collected through interviews and questionnaires, analyzed with Smart PLS. Results show Social Media and Word of Mouth have a positive and significant effect on decision-making, while Brand Image has a positive but insignificant effect. Attitude has a significant direct effect but fails to moderate the links between Social Media/Brand Image and decisions, though it moderates the effect of Word of Mouth. The R² value indicates that 55.5% of decision-making is explained by these variables, while 44.5% is influenced by other factors.
Authors: Lestari Tambunan Astrid Indah, Astrid Indah, Syaifuddin, Syaifuddin, Faris, Salman, Rosita, Rosita
Institution: Universitas Prima Indonesia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7081965237
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