Abstract:
This study investigates the factors influencing students' decisions to enroll in Private
Universities, focusing on facilities, tuition fees, and brand image. The research also examines
the moderating role of social media marketing in these relationships. The study is based on the
Theory of Planned Behavior (TPB), Signaling Theory, and Technology Acceptance Model
(TAM). A quantitative approach was applied, utilizing survey data collected from students
attending Private Universities in DKI Jakarta and West Java. The study employed purposive
sampling, gathering responses from 331 students. Data collection was conducted through
structured questionnaires, and multiple linear regression as well as moderated regression
analysis (MRA) using SPSS were used to assess the influence of key factors and the moderating
influence of social media marketing. The findings reveal that facilities, tuition fees, and brand
image significantly influence students' university selection decisions. Furthermore, social
media marketing strengthens these relationships, indicating its critical role in shaping students'
perceptions and choices. This research contributes to the literature by integrating social media
marketing as a moderating variable and providing practical implications for private universities
to refine their marketing strategies, improve campus facilities, establish competitive tuition
fees, and enhance their brand positioning to attract prospective students.
