How Social Media Marketing and Brand Image Shape College Decision-Making Through Perceived Value

Ella Manisa Br Karo; Syahputra Syahputra; Putu Nina Madiawati

doi:10.32535/apjme.v8i2.4054

How Social Media Marketing and Brand Image Shape College Decision-Making Through Perceived Value

Ella Manisa Br Karo, Syahputra Syahputra, Putu Nina Madiawati

Abstract

The growing influence of digital platforms has transformed marketing practices in higher education, with social media emerging as a key channel in shaping students’ enrollment decisions. This study aims to examine the effect of social media marketing and brand image on college decision-making, with perceived value serving as a mediating variable. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze data from 461 respondents. The results reveal that social media marketing significantly influences college decision both directly (? = 0.668, p < 0.001) and indirectly through perceived value (? = 0.059, p = 0.013). Brand image also impacts college decision directly (? = 0.105, p = 0.031) and indirectly via perceived value (? = 0.032, p = 0.039). The model explains 69.1% of the variance in college decision (R² = 0.691). These findings highlight the importance of digital branding in enhancing students’ perceived value and influencing enrollment behavior. The study contributes to the literature on student decision-making and offers strategic insights for universities to optimize their digital engagement and institutional image.

Keywords

Brand Image; College Decision; Higher Education; Perceived Value; PLS-SEM; Social Media Marketing; Student Behavior

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DOI: https://doi.org/10.32535/apjme.v8i2.4054