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

Abstract

ABSTRAK
The 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.