The Influence Of Digital Marketing And Brand Image On The Decision To Study At Pelita Bangsa University With Prospective Students' Trust As A Mediation Variable

Abstract

This study aims to analyze the effect of digital marketing and brand image on college choice decisions at Pelita Bangsa University, with prospective student trust as a mediating variable. The intense competition among private universities requires higher education institutions to implement effective digital marketing communication strategies to build strong institutional image and prospective students' confidence. This research adopts a quantitative approach using a simple random sampling method. The study population comprises all newly admitted students at Pelita Bangsa University for the 2026–2027 academic year. Hypothesis testing was conducted using multivariate Structural Equation Modeling (SEM) through Lisrel 8.8. The structural analysis reveals that digital marketing significantly influences both college choice decisions and prospective student trust. Similarly, brand image exhibits a positive and significant impact on prospective student trust as well as college choice decisions. Furthermore, prospective student trust is proven to have a significant direct effect on college choice decisions. Mediation analysis demonstrates that the indirect effects of digital marketing and brand image on college choice decisions via prospective student trust are larger than their direct effects. This confirms that prospective student trust plays a significant mediating role. The practical implication emphasizes the necessity of strengthening credibility and information transparency in higher education digital marketing strategies to foster trust and drive enrollment decisions.