From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition
This study evaluates the influence of social media marketing activities (SMMA) on prospective students' intentions to choose higher education institutions, considering the mediating role of brand recognition and trust. The study was conducted using a quantitative method with the Structural Equa...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Faculty of Da'wah and Communication, Communication and Islamic Broadcasting Study Program
2024-12-01
|
| Series: | Kalijaga Journal of Communication |
| Subjects: | |
| Online Access: | https://ejournal.uin-suka.ac.id/dakwah/kjc/article/view/3102 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850196994391277568 |
|---|---|
| author | Agus Sriyanto Purwanto Zaenal Muttaqin |
| author_facet | Agus Sriyanto Purwanto Zaenal Muttaqin |
| author_sort | Agus Sriyanto |
| collection | DOAJ |
| description | This study evaluates the influence of social media marketing activities (SMMA) on prospective students' intentions to choose higher education institutions, considering the mediating role of brand recognition and trust. The study was conducted using a quantitative method with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach on 400 respondents who were followers of higher education institutions' Instagram accounts. The results showed trust was the most significant mediator between SMMA and prospective students' intentions (β = 0.709, T = 21.629). At the same time, brand recognition played a role in strengthening trust but did not directly influence prospective students' intentions (β = -0.018, T = 0.462). These findings emphasize the importance of building trust through authentic, relevant, and engaging social media content to improve educational marketing effectiveness. The implications of this study suggest that higher education institutions should prioritize trust-based marketing strategies integrated with brand recognition through social media. This strategy includes alumni testimonials, videos of campus atmosphere, and direct interactions that create emotional connections with prospective students. |
| format | Article |
| id | doaj-art-5dd042fa13714a809a9532dc39f81583 |
| institution | OA Journals |
| issn | 2775-1414 2685-1334 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Universitas Islam Negeri Sunan Kalijaga Yogyakarta, Faculty of Da'wah and Communication, Communication and Islamic Broadcasting Study Program |
| record_format | Article |
| series | Kalijaga Journal of Communication |
| spelling | doaj-art-5dd042fa13714a809a9532dc39f815832025-08-20T02:13:19ZengUniversitas Islam Negeri Sunan Kalijaga Yogyakarta, Faculty of Da'wah and Communication, Communication and Islamic Broadcasting Study ProgramKalijaga Journal of Communication2775-14142685-13342024-12-016213917010.14421/kjc.62.02.20241928From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand RecognitionAgus Sriyanto0Purwanto1Zaenal Muttaqin2Universitas Islam Negeri Raden Mas Said Surakarta, Surakarta, IndonesiaUniversitas Islam Negeri Raden Mas Said Surakarta, Surakarta, Indonesia Universitas Islam Negeri Raden Mas Said Surakarta, Surakarta, IndonesiaThis study evaluates the influence of social media marketing activities (SMMA) on prospective students' intentions to choose higher education institutions, considering the mediating role of brand recognition and trust. The study was conducted using a quantitative method with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach on 400 respondents who were followers of higher education institutions' Instagram accounts. The results showed trust was the most significant mediator between SMMA and prospective students' intentions (β = 0.709, T = 21.629). At the same time, brand recognition played a role in strengthening trust but did not directly influence prospective students' intentions (β = -0.018, T = 0.462). These findings emphasize the importance of building trust through authentic, relevant, and engaging social media content to improve educational marketing effectiveness. The implications of this study suggest that higher education institutions should prioritize trust-based marketing strategies integrated with brand recognition through social media. This strategy includes alumni testimonials, videos of campus atmosphere, and direct interactions that create emotional connections with prospective students.https://ejournal.uin-suka.ac.id/dakwah/kjc/article/view/3102instagramtrustbrand recognitionsmma |
| spellingShingle | Agus Sriyanto Purwanto Zaenal Muttaqin From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition Kalijaga Journal of Communication trust brand recognition smma |
| title | From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition |
| title_full | From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition |
| title_fullStr | From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition |
| title_full_unstemmed | From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition |
| title_short | From Instagram to Campus: The Impact of Social Media Marketing on Students' Interest through Trust and Brand Recognition |
| title_sort | from instagram to campus the impact of social media marketing on students interest through trust and brand recognition |
| topic | instagram trust brand recognition smma |
| url | https://ejournal.uin-suka.ac.id/dakwah/kjc/article/view/3102 |
| work_keys_str_mv | AT agussriyanto frominstagramtocampustheimpactofsocialmediamarketingonstudentsinterestthroughtrustandbrandrecognition AT purwanto frominstagramtocampustheimpactofsocialmediamarketingonstudentsinterestthroughtrustandbrandrecognition AT zaenalmuttaqin frominstagramtocampustheimpactofsocialmediamarketingonstudentsinterestthroughtrustandbrandrecognition |