Title : The Role of Digital Marketing and New Students’ Trust to Opt for Darma Agung University

Vol 5 No 10 (2023): Volume 06 Issue 10 October 2023

Article Date Published : 10 October 2023 | Page No.: 6656-6669 | Google Scholar | Crossref doi for this article

Abstract :

This research aims to discuss the influence of digital marketing and the new students’s trust in the decision to opt for Darma Agung University (UDA) both directly and indirectly. The target population is new students class of 2023, with a sample of 290 people taken randomly. The primary data analysis technique applies a structural equation model (SEM) with the lisrel application program supported. The SEM uses the weight least squares estimation method. Digital marketing has a stronger influence on trust than on decisions to opt for. Trust influences decisions to opt. Trust mediates the influence of digital marketing on decisions to choose, but it’s partial. The Darma Agung University’s leaders should pay attention to social media.

Keywords :

Darma Agung University, Decision to opt, Digital marketing, New Students’ Trust, Structural Equation Model.

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The Role of Digital Marketing and New Students’ Trust to Opt for Darma Agung University. Chainar Elly Ria, Runggu Besmandala Napitupulu, Jenni Tarigan , 5(10), 6656-6669. Retrieved from https://ijcsrr.org/single-view/?id=12982&pid=12822

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