Pengaruh Pemasaran Media Sosial Instagram, e-Wom dan Citra Merek terhadap Keputusan Mendaftar melalui Kepercayaan Merek sebagai Variabel Mediasi pada Mahasiswa Politeknik Cendana Medan

Abstract

This study aims to analyze social media marketing E-WOM and brand image on the decision to register through brand trust in Cendana Polytechnic students. The type of research used in this study is associative research. The population in this study were active students who applied to Cendana Polytechnic through social media with the sample taken in this study being 98 respondents. The withdrawal of the sample size was carried out by non-probability sampling using the purposive sampling method. The data used are primary data and secondary data obtained through statement lists and documentation studies. The data analysis technique uses structural equation modeling (SEM) with Smart PLS software version 4.0. The results of the study directly show that social media marketing does not affect brand trust, E-WOM has a positive and significant effect on brand trust, brand image has a positive and significant effect on brand trust, social media marketing has a positive and significant effect on the decision to register, E -WOM media has no effect on the decision to register, brand image has a positive and significant effect on the decision to register and brand trust has a positive and significant effect on the decision to register. Then the test results conducted indirectly show that brand trust is not able to mediate the relationship between social media marketing and the decision to register, but brand trust can mediate the relationship between EWOM and the decision to register and the relationship between brand image and the decision to register.