THE INFLUENCE OF FACILITIES, TUITION FEES, AND BRAND IMAGE ON THE DECISION TO CHOOSE PRIVATE UNIVERSITIES IN DKI JAKARTA AND WEST JAVA MODERATED BY SOCIAL MEDIA MARKETING

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.