THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON STUDENTS' DECISIONS TO CHOOSE A BUDDHIST EDUCATION STUDY PROGRAM AT STIAB JINARAKKHITA LAMPUNG
Keywords:
social media marketing, brand image, Decision to ChooseAbstract
In the era of globalization that continues to develop today, the use of the internet has become common and is no longer foreign to the world community. Almost everyone now knows and uses the internet, which is able to connect millions to billions of users in various parts of the world. This study aims to examine the influence of social media marketing and brand image, both simultaneously and partially, on the decision to choose. The method used is a quantitative descriptive approach with multiple linear regression analysis techniques. The results of the study show that individually, the variables of social media marketing (X1) and brand image (X2) each have a positive and significant impact on the decision variable to choose (Y). Simultaneously, both variables also contribute significantly to influencing students' decisions.
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