INFLUENCE BRAND IMAGE AND CONTENT MARKETING ON THE DECISION OF CHOOSING LEMBAH DEMPO UNIVERSITY

Abstract

ABSTRAKThe Effect of Brand Image and Content Marketing on the Decision to Choose a Higher Education in Pagar Alam City (Case Study of University Lembah Dempo). The dependent variable in this study is the Choice Decision (Y) and the independent variables are Brand Image (X1) and Content Marketing (X2). The population and research sample were 522 students and the sample size was 84 using the slovin formula. The data used are primary data and secondary data, and data collection methods using literature and questionnaires. Data analysis was carried out using quantitative methods and analyzed with the SPSS 25 application. Based on the results of the study it can be concluded that: (1) Brand Image has a positive and significant effect on Voting Decisions because of the t valuecount> ttable or 2.113 > 1.989 and the resulting significant value is 0.038 < 0.05. (2) Content Marketing has a positive effect on Voting Decisions because tcount> ttable or 6.089 > 1.989 and the resulting significant value is 0.000 <0.05. (3) Brand Image and Content Marketing together have a positive and significant effect on decisions because the value of fcount > ftable or 50.951 > 3.11 the resulting significant value is 0.000 which is smaller than the significant level of 0.05.Keywords: Brand Image, Content Marketing, Choosing Decision.