Brand Image as Mediator of Social Media Marketing and eWOM in Bekasi Private Higher Education Enrollment Decisions

Kuwat Riyanto; Rahmat Hidayat

doi:10.59261/inkubis.v8i4.507

Authors

Kuwat Riyanto Universitas Pelita Bangsa
Rahmat Hidayat Universitas Pelita Bangsa

DOI:

https://doi.org/10.59261/inkubis.v8i4.507

Keywords:

Brand Image, Decision, eWOM, Social Media Marketing

Abstract

Background: Competition among private higher education institutions requires universities to understand how digital marketing communication and electronic word-of-mouth (eWOM) contribute to prospective students’ enrollment decisions. Brand image may serve as an important mechanism connecting these marketing activities with institutional choice.

Objective: This study examines the relationships among social media marketing, eWOM, brand image, and enrollment decisions in private higher education institutions in Bekasi Regency, with brand image positioned as a mediating variable.

Methods: A quantitative explanatory design with a cross-sectional survey approach was employed. Data were collected from 272 first-year students selected using accidental sampling. The relationships among variables were analyzed using Structural Equation Modeling (SEM) with LISREL 8.8.

Results: Social media marketing and eWOM significantly affected brand image, with t-values of 3.33 and 5.56, respectively. Brand image also significantly affected enrollment decisions (t = 4.34). The indirect effects of social media marketing and eWOM through brand image were 25.92% and 45.36%, respectively, exceeding their reported direct effects.

Conclusion: Private higher education institutions should integrate social media communication, positive eWOM management, and institutional brand development to strengthen prospective students’ enrollment decision processes.

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