Analysis of Social Media, Brand Image and Word of Mouth on Decisions with Attitude as a Moderating Variable (Case Study on Economics Faculty Students)

This study analyzes the influence of Social Media, Brand Image, and Word of Mouth on students’ decisions to study at the Faculty of Economics, Prima Indonesia University, with Attitude as a moderator. The population was 4,056 students, and using the Hair formula, a sample of 170 was obtained. Data were collected through interviews and questionnaires, analyzed with Smart PLS. Results show Social Media and Word of Mouth have a positive and significant effect on decision-making, while Brand Image has a positive but insignificant effect. Attitude has a significant direct effect but fails to moderate the links between Social Media/Brand Image and decisions, though it moderates the effect of Word of Mouth. The R² value indicates that 55.5% of decision-making is explained by these variables, while 44.5% is influenced by other factors.