Pengaruh Digital Marketing Dan Education Service Quality Terhadap Keputusan Mahasiswa Baru Memilih Kuliah Di Stikes Namira Mandailing Natal Dengan Campus Image Sebagai Variabel Intervening

Abstract

This study aims to determine the effect of Digital Marketing and Education Service Quality on the decision of new students to choose a college through Campus Image. This research is associative research and the type of data used is quantitative data. The data used is obtained from primary data and secondary data. The analysis method used is descriptive statistical analysis and structural equation modeling. The population and sample in this study amounted to 100 new students at STIKES Namira Mandailinh Natal with the sample technique being saturated sampling technique. The results of this study indicate that Digital Marketing has a positive and insignificant effect on Choosing Decisions in STIKES Namira Mandailing Natal students, Education Service Quality has a positive and significant effect on Choosing Decisions in STIKES Namira Mandailing Natal students, Digital Marketing has a positive and insignificant effect on Campus Image in STIKES Namira Mandailing Natal students, Education Service Quality has a positive and significant effect on Campus Image in STIKES Namira Mandailing Natal. Campus Image has a positive and significant effect on Choosing Decisions for STIKES Namira Mandailing Natal students, Digital Marketing has a positive and insignificant effect on Choosing Decisions through Campus Image for STIKES Namira Mandailing Natal students, Education Service Quality has a positive and significant effect on Choosing Decisions through Campus Image for STIKES Namira Mandailing Natal students.