Social Media Marketing Causality Testing of Higher Education Image and Interest in Registering

Abstract

This research aims to determine the effect of marketing activities through social media on the image of the university and the interest in registering at the Institut Teknologi Telkom Purwokerto (ITTP). The approach used in this research is an associative approach, a methodology that aims to determine the effect or relationship between two or more variables. The population in this study are followers of the Instagram account that managed by the Marketing and Admissions Section at ITTP. By using purposive sampling method, then a sample of 110 respondents was selected who met the criteria as high school students who actively use social media Instagram. The results of hypothesis testing are discussed in more depth in the analysis and test results section of the paper.

Keywords : Social media marketing, brand image, purchase intention