Pengaruh Brand Image dan Digital Marketing melalui Instagram terhadap Keputusan Mahasiswa dalam Memilih Program Magister Manajemen
DOI:
https://doi.org/10.29303/jmm.v15i1.867Keywords:
Brand Image, Digital Marketing, Student Decision, Master of ManagementAbstract
This study examines the effects of brand image and Instagram digital marketing on students’ decisions to choose the Master of Management Program at Universitas Mataram. Its novelty lies in testing both variables simultaneously in a postgraduate setting in Eastern Indonesia. The study uses an explanatory quantitative approach with a cross-sectional design. Eighty respondents were selected from 142 active students through proportionate random sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed with validity, reliability, assumption, and multiple linear regression tests. In the OLS model, brand image positively affects student decision (B = 0.279; t = 2.161; p = 0.034), and Instagram digital marketing also has a positive effect (B = 0.247; t = 2.265; p = 0.026). The model explains 37.2% of decision variance (F = 22.810; p < 0.001). Diagnostic results indicate non-normal residuals and heteroskedasticity; therefore, the significance results require confirmation using robust standard errors. The program should strengthen academic reputation and manage Instagram with verified information, authentic testimonials, and responsive communication.References
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