The Effect of Social Media Advertising Content & Event Marketing on Student Interest with University Image as an Intervening Variable

Restiana Restiana, Siti Zulaikha Wulandari, Weni Novandari

Abstract


With quite a number of existing universities, the competition between universities in grabbing the attention of prospective students is getting tougher. One of the steps to win the market at Putra Bangsa University, Kebumen, is to carry out various marketing models both through social media and through event marketing to encourage student interest in college. This study aims to analyze the influence of social media Advertising Content & event marketing on student interest in college with university image as intervention variable. Data was collected using a questionnaire, using a Likert Scale 4. This study took a sample of 100 respondents to prospective students at Putra Bangsa University, Kebumen. The hypothesis was tested using the SPSS 25.00 program for windows & Sobel Test with 100 respondents.

 

Keywords: Social Media Advertising Content; Event Marketing; University Image.

Full Text:

PDF

References


B. Aslam and H. Karjaluoto, “Digital advertising around paid spaces, E-advertising industry's revenue engine: A review and research agenda,” Telemat. Informatics, 2017, doi:10.1016/j.tele.2017.07.011.

M. Razak, M. Hidayat, and MH Rahman, "The Influence of Video Advertising and Social Media Content Through Brand Awareness on Buying Interest on the Gofood Application in Makassar City," AkMen, vol. 18, no. April, pp. 84–97, 2021, [Online]. Available: https://garuda.ristekbrin.go.id/documents/detail/1978096.

H. Chi, “Interactive Digital Advertising. Virtual Brand Community: Exploration Study of User Motivation and Social Media Marketing Responses in Taiwan Hsu-Hsien Chi,” vol. 12, no. 1, pp. 44–61, 2019.

F. John, F. Pascale, GQ Richard, FJ Farrelly, and U. Monash, “Integrating sports sponsorship into corporate marketing functions: an international comparative study,” 2014.

E. Larasari, L. Lutfi, and L. Mumtazah, "The Influence of Brand Ambassadors and Event Sponsorship on Purcase Intention with Brand Image as Intervening Variable (Case Study of Vivo Smartphone Products at Sultan Ageng Tirtayasa University Students)," Science J. Manaj. and Business, vol. 10, no. 2, 2018, doi:10.35448/jmb.v10i2.4234.

P. Kwame, S. An, KL An, and J. Effah, “International Journal of Information Management,” vol. 47, pp. 52–64, 2019.

D. Marlius and F. Ananda, "The Effect of Academic Website Service Quality on Interest in Studying at Akbp Padang," J. Pundi, vol. 3, no. 3, p. 191, 2020, doi:10.31575/jp.v3i3.190.

RA Raji, S. Rashid, and S. Ishak, "The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behavioral intention," J. Res. Interact. Mark., vol. 13, no. 3, pp. 302–330, 2019, doi:10.1108/JRIM-01-2018-0004.

P. Hutabarat, “evenT In SponSorShIp of MuSIc festival,” pp. 47–64, 2003.


Refbacks

  • There are currently no refbacks.