The Influence of Social Media and Brand Image on the Decision to Choose a College, Gde Pudja State Hindu Institute of Mataram

Higher education plays a key role in driving national change, with universities striving to enhance their educational quality amidst growing competition for top rankings. To stand out, promotional media, particularly social media, is crucial for disseminating information. The Gde Pudja State Hindu Institute of Mataram, a Hindu religious higher education institution in West Nusa Tenggara, effectively uses social media to promote its programs and has developed a positive brand image within the community. This study investigates how social media promotions and brand image influence prospective students' decisions to choose this institution. Employing a quantitative research approach, the study analyzes numerical data to measure the impact of these factors on decision-making. Data were collected through questionnaires from 100 students at Gde Pudja State Hindu Institute of Mataram and analyzed using Smart PLS software. The findings show that social media (X1) has a significant and positive impact on students' decisions to select a higher education institution (Y). Brand image (X2) also plays a significant role in influencing these decisions. Furthermore, the combined effects of social media and brand image demonstrate a positive and substantial influence on students' choices. These results highlight the importance of social media marketing and a strong brand image in attracting prospective students.