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

DOI

10.2991/978-94-6463-817-2_60How to use a DOI?

Keywords

Brand Awareness; Interest in Registering; Social Media Marketing

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anang Bambang Pujianto
AU  - Aggi Panigoro Sarifiyon
AU  - Johnson Sinaga
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Social Media Marketing and Brand Awareness on Students’ Interest in Registering to University
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 496
EP  - 503
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_60
DO  - 10.2991/978-94-6463-817-2_60
ID  - Pujianto2025
ER  -