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


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.

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