Increasing Vocational Education Decisions Through Social Media, and Price Reduction Through Brand Trusts
- DOI
- 10.2991/assehr.k.210615.076How to use a DOI?
- Keywords
- Social Media, Price Reduction, Brand Trust, College Decisions
- Abstract
The main objective of this research is to analyze the direct and indirect effects of social media and price reduction on vocational college decisions through brand trust. This research was conducted at the Polytechnic Unggul LP3M as a private college in the vocational field. The target population and sample were 275 respondents who were chosen to be the research samples. Media for collecting data used was questionnaire which were distributed and filled directly by 275 respondents. The results show that social media has a direct significant effect on brand trust and vocational college decisions. Price reduction has no direct significant effect on brand trust and college decisions. Brand trust has a direct significant influence on college decisions. Furthermore, social media has an indirect significant influence on college decisions through brand trust. Finally, price reduction does not have an indirect effect on college decisions through brand trust. The implications of the findings in this study indicate that Facebook as a social media is good in building trust of candidate new students in obtaining reliable sources of information in comparing the advantages of one college to another. Then the price reduction makes the candidate new students have negative image due to the quality of education.
- Copyright
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Tezar Arianto AU - Sri Mulyono AU - I Putu Sugih Arta AU - Sabaruddin Chaniago AU - Nasib PY - 2021 DA - 2021/06/17 TI - Increasing Vocational Education Decisions Through Social Media, and Price Reduction Through Brand Trusts BT - Proceedings of the 2nd Annual Conference on blended learning, educational technology and Innovation (ACBLETI 2020) PB - Atlantis Press SP - 390 EP - 395 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210615.076 DO - 10.2991/assehr.k.210615.076 ID - Arianto2021 ER -