The Influence of Social Media Marketing Activities on Intention to Enroll in Senior High School

Puji Hartini; Mahestu N. Krisjanti; Elisabet Dita Septiari

doi:10.36948/ijfmr.2025.v07i01.35592

The Influence of Social Media Marketing Activities on Intention to Enroll in Senior High School

Author(s)	Puji Hartini, Mahestu N. Krisjanti, Elisabet Dita Septiari
Country	Indonesia
Abstract	Marketing using social media marketing activities (SMMA) is carried out to attract students who are generation Z where their daily activities are more using mobile and digital devices. This is an opportunity for educational institutions to introduce good programs and create an attraction for prospective new students to access them. This study aims to determine the role of SMMA on the Intention to enroll with the mediation of consumer satisfaction, brand awareness and brand image. Data collection was carried out online via google form using a structured questionnaire. Research questions were submitted online using google form using a likert scale of 1-5. A total of 715 research samples were recruited using the purposive sampling method. The characteristics of the samples used as respondents were consumers who had accessed school social media. This study used the Smart PLS statistical analysis tool to process the data. The results showed that SMMA significantly influenced the Intention to enroll. The mediating variables of consumer satisfaction and brand image influenced the relationship between SMMA and the Intention to enroll. Meanwhile, the brand awareness variable did not affect the Intention to enroll either in the direct effect or as a mediating variable. The managerial implications of this study can be used for schools to organize more attractive content strategies and Instagram, WhatsApp and YouTube platforms that are tailored to the characteristics of Generation Z.
Keywords	Keywords: SMMA, Consumer satisfaction, Brand awareness, Brand image, Intention to enroll
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 1, January-February 2025
Published On	2025-01-23
Cite This	The Influence of Social Media Marketing Activities on Intention to Enroll in Senior High School - Puji Hartini, Mahestu N. Krisjanti, Elisabet Dita Septiari - IJFMR Volume 7, Issue 1, January-February 2025. DOI 10.36948/ijfmr.2025.v07i01.35592
DOI	https://doi.org/10.36948/ijfmr.2025.v07i01.35592
Short DOI	https://doi.org/g82wpf

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The Influence of Social Media Marketing Activities on Intention to Enroll in Senior High School

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