Social Media Marketing to Brand Awareness in Private University Mochamad Malik Akbar Rohandi, Eneng Nur Hasanah, Eka Tresna Gumelar*
Faculty of Economic and Business, Universitas Islam Bandung.
Jl. Taman Sari No 1 Bandung 40116 Indonesia
*moch.malik[at]unisba.ac.id
*enengnurhasanah[at]unisba.ac.id
*eka.tresna[at]unisba.ac.id
Abstract
This research aims to measure the impact of digital marketing use four different social media i.e, Youtube, Facebook, Instagram and Twitter through brand awareness in the private universities in Indonesia based on how the user get information from social media and make it as the information source.
The methodology used in this research is quantitative method of causal effect. This research conduct by using primary and secondary data. The sampling technique use non-probability sampling by using minimum respondents from Bernoulli. Then, the data analysis use path analysis.
By using 385 respondents, the research show that digital marketing simultaneously influences to university brand awareness 22.96%. This result show that digital marketing is one of the media which can be used to increase public brand awareness through university. Meanwhile, Facebook and Twitter have positive influence for university brand awareness. In conclusion, Facebook and Twitter can increase brand awareness of a university.
Keywords: digital marketing- social media- brand awareness- private university
Topic: Marketing and Fintech in Terms of Islamic Perspective
