Peran Digital Marketing, Word Of Mouth dan Brand Awareness dalam Mempengaruhi Keputusan Siswa Bersekolah Di GIBS
DOI:
https://doi.org/10.20527/jbp.1414i1.66Keywords:
Digital Marketing, Word of Mouth, Brand Awareness, Students' DecisionsAbstract
Abstract: This research tries to analyze the role of Digital Marketing, Word of Mouth and Brand Awareness on students' decisions in choosing a school. The samples taken were 113 students at SMA Global Islamic Boarding School (GIBS) classes X and X1. By using a quantitative approach with Structural Equation Modeling (SEM) analysis, the data is then processed using the Smart PLS version 3 application. The research results state that Brand Awareness has a significant effect on choosing decisions. Digital Marketing has no significant effect on Brand Awareness. Digital Marketing has no significant effect on the decision to choose a school. Digital Marketing has a significant influence on WOM. WOM has a significant effect on Brand Awareness. WOM has a significant influence on choosing decisions. Digital Marketing has a significant indirect influence on the decision to choose a school mediated by WOM. Then Finally, Digital Marketing has a significant indirect influence on the Brand Awareness mediated by WOM
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