Main Article Content
Abstract
Penelitian ini menganalisis pengaruh Brand Image, Lokasi, dan Strategi Marketing terhadap keputusan mahasiswa memilih Universitas Ciputra Makassar. Metode yang digunakan adalah kuantitatif dengan kuesioner skala Likert 5, disebarkan kepada 103 responden, dan dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Hasil menunjukkan Brand Image dan Strategi Marketing berpengaruh positif serta signifikan terhadap keputusan memilih, sedangkan Lokasi tidak signifikan. Temuan ini menekankan pentingnya citra merek dan strategi pemasaran efektif dibandingkan faktor lokasi. Penelitian memberikan implikasi praktis bagi strategi promosi perguruan tinggi serta kontribusi teoretis dalam literatur pemasaran pendidikan digital.
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References
- Aaker, D. A., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. https://openlibrary.telkomuniversity.ac.id/pustaka/196521/marketing-management-15-e-global-edition.html
- Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 248–262. https://doi.org/10.37932/j.e.v10i2.132
- Arief, Z., & Brabo, N. A. (2025). The Influence of Word of Mouth and Social Media Marketing on Students’ Decision to Choose a University with Brand Image as a Mediating Variable (Case Study at Darunnajah University). https://doi.org/https://doi.org/10.58471/jecombi.v6i03
- Arifin, Z. A. L. S., Sumarwan, U., & Najib, M. (2020). The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 5(2), 139–156. https://doi.org/10.29244/jcs.5.2.139-156
- Brownie, S., Yan, A.-R., Broman, P., Comer, L., & Blanchard, D. (2025). Geographic location of students and course choice, completion, and achievement in higher education: A scoping review. Equity in Education & Society, 4(1), 92–112. https://doi.org/10.1177/27526461231200280
- Dema, Y., Setianingsih, R. E., Billy, Y. L., & Purnama, Y. H. (2023). Proximity: A Case Study of The Quest of Students’ Decision to Choose a Private Univeristy in Jakarta. Jurnal Komunikasi Dan Bisnis, 11(2), 174–190. https://doi.org/10.46806/jkb.v11i2.1039
- Dijkstra, T. K., & Henseler, J. (2015). Consistent Partial Least Squares Path Modeling1. MIS Quarterly, 39(2), 297–316. https://doi.org/10.25300/MISQ/2015/39.2.02
- Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980
- Ghozali, I., & F. (2021). Structural equation modeling: Teori, konsep dan aplikasi dengan SmartPLS 3.2.9. Badan Penerbit Universitas Diponegoro. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/166531/slug/partial-least-squares-konsep-teknik-dan-aplikasi-menggunakan-program-smartpls-3-2-9-untuk-penelitian-empiris-3-e-.html
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
- Huong, H. T. Q., & Khoa, T. T. (2020). Factors of the brand image influencing students’ choices in higher education institutions in Ho Chi Minh City. HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION, 9(1). https://doi.org/10.46223/HCMCOUJS.econ.en.9.1.179.2019
- Kotler, Philip; Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
- Labausa, F. S., Pinca, J. M., & Cruda, N. E. (2023). Investigating Digital Marketing Strategies in Influencing Student Enrollment Decisions in Tertiary Education. Canadian Journal of Business and Information Studies, 119–133. https://doi.org/10.34104/cjbis.023.01190133
- Permatasari, N., Widodo, A., & Yulianto, E. (2021). Pengaruh citra merek dan kualitas layanan terhadap keputusan memilih perguruan tinggi. Jurnal Ekonomi dan Bisnis.
- Pramesti, S. R., & Wibowo, A. (2022). Persepsi citra merek terhadap keputusan pemilihan kampus. Jurnal Manajemen dan Bisnis Indonesia.
- Ribeiro, P. C. (2002). Philip KOTLER e Karen FOX, Strategic Marketing for Educational Institutions, New Jersey, Prentice-Hall, 1995, 474 p. Gestão e Desenvolvimento, 11, 326–331. https://doi.org/10.7559/gestaoedesenvolvimento.2002.103
- Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S.-C. (2022). Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1004573
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
- Suharto, D., Nugroho, B. A., & Rizky, M. (2023). Analisis Pengaruh Citra Institusi dan Kualitas Pelayanan terhadap Minat Mahasiswa Baru. Jurnal Ilmu Manajemen dan Pendidikan.
- Tjiptono, F. (2019). Strategi pemasaran (4th ed.). Penerbit Andi. https://repository.um-surabaya.ac.id/id/eprint/5016/3/BAB_II.pdf
- Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144–154. https://doi.org/10.32639/jimmba.v2i2.457
- Wijaya, T., & Safitri, R. (2020). Faktor-faktor yang mempengaruhi pemilihan perguruan tinggi oleh siswa SMA. Jurnal Pendidikan Ekonomi.
- Wulandari, N., & Gunarto, M. (2023). Brand Image and Social Influence Analysis on Students’ Decisions in Choosing Private University With Digital Marketing as Moderating. International Journal of Business, Management and Economics, 5(3), 327–335. https://doi.org/10.47747/ijbme.v5i3.1979
References
Aaker, D. A., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. https://openlibrary.telkomuniversity.ac.id/pustaka/196521/marketing-management-15-e-global-edition.html
Angela, V., & Paramita, E. L. (2020). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 10(2), 248–262. https://doi.org/10.37932/j.e.v10i2.132
Arief, Z., & Brabo, N. A. (2025). The Influence of Word of Mouth and Social Media Marketing on Students’ Decision to Choose a University with Brand Image as a Mediating Variable (Case Study at Darunnajah University). https://doi.org/https://doi.org/10.58471/jecombi.v6i03
Arifin, Z. A. L. S., Sumarwan, U., & Najib, M. (2020). The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 5(2), 139–156. https://doi.org/10.29244/jcs.5.2.139-156
Brownie, S., Yan, A.-R., Broman, P., Comer, L., & Blanchard, D. (2025). Geographic location of students and course choice, completion, and achievement in higher education: A scoping review. Equity in Education & Society, 4(1), 92–112. https://doi.org/10.1177/27526461231200280
Dema, Y., Setianingsih, R. E., Billy, Y. L., & Purnama, Y. H. (2023). Proximity: A Case Study of The Quest of Students’ Decision to Choose a Private Univeristy in Jakarta. Jurnal Komunikasi Dan Bisnis, 11(2), 174–190. https://doi.org/10.46806/jkb.v11i2.1039
Dijkstra, T. K., & Henseler, J. (2015). Consistent Partial Least Squares Path Modeling1. MIS Quarterly, 39(2), 297–316. https://doi.org/10.25300/MISQ/2015/39.2.02
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382. https://doi.org/10.2307/3150980
Ghozali, I., & F. (2021). Structural equation modeling: Teori, konsep dan aplikasi dengan SmartPLS 3.2.9. Badan Penerbit Universitas Diponegoro. https://openlibrary.telkomuniversity.ac.id/home/catalog/id/166531/slug/partial-least-squares-konsep-teknik-dan-aplikasi-menggunakan-program-smartpls-3-2-9-untuk-penelitian-empiris-3-e-.html
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Huong, H. T. Q., & Khoa, T. T. (2020). Factors of the brand image influencing students’ choices in higher education institutions in Ho Chi Minh City. HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION, 9(1). https://doi.org/10.46223/HCMCOUJS.econ.en.9.1.179.2019
Kotler, Philip; Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Labausa, F. S., Pinca, J. M., & Cruda, N. E. (2023). Investigating Digital Marketing Strategies in Influencing Student Enrollment Decisions in Tertiary Education. Canadian Journal of Business and Information Studies, 119–133. https://doi.org/10.34104/cjbis.023.01190133
Permatasari, N., Widodo, A., & Yulianto, E. (2021). Pengaruh citra merek dan kualitas layanan terhadap keputusan memilih perguruan tinggi. Jurnal Ekonomi dan Bisnis.
Pramesti, S. R., & Wibowo, A. (2022). Persepsi citra merek terhadap keputusan pemilihan kampus. Jurnal Manajemen dan Bisnis Indonesia.
Ribeiro, P. C. (2002). Philip KOTLER e Karen FOX, Strategic Marketing for Educational Institutions, New Jersey, Prentice-Hall, 1995, 474 p. Gestão e Desenvolvimento, 11, 326–331. https://doi.org/10.7559/gestaoedesenvolvimento.2002.103
Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S.-C. (2022). Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1004573
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Suharto, D., Nugroho, B. A., & Rizky, M. (2023). Analisis Pengaruh Citra Institusi dan Kualitas Pelayanan terhadap Minat Mahasiswa Baru. Jurnal Ilmu Manajemen dan Pendidikan.
Tjiptono, F. (2019). Strategi pemasaran (4th ed.). Penerbit Andi. https://repository.um-surabaya.ac.id/id/eprint/5016/3/BAB_II.pdf
Wahyuni, R. S., & Setyawati, H. A. (2020). Pengaruh Sales Promotion, Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying Pada E-Commerce Shopee. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 2(2), 144–154. https://doi.org/10.32639/jimmba.v2i2.457
Wijaya, T., & Safitri, R. (2020). Faktor-faktor yang mempengaruhi pemilihan perguruan tinggi oleh siswa SMA. Jurnal Pendidikan Ekonomi.
Wulandari, N., & Gunarto, M. (2023). Brand Image and Social Influence Analysis on Students’ Decisions in Choosing Private University With Digital Marketing as Moderating. International Journal of Business, Management and Economics, 5(3), 327–335. https://doi.org/10.47747/ijbme.v5i3.1979