This study aims to examine and analyze the influence of social media on brand image and student decision-making. This study involved as many as 210 students from the health sciences and business studies program. Of the total 210 data obtained, the remaining 202 data can be used for further testing and data analysis, this is because there are a number of data that are categorized as outliers so that they must be eliminated. This study is a quantitative research category using a survey approach as a method of data collection. Then, regarding the process of testing and analyzing data, this study uses a structural equation modeling (SEM) approach with AMOS software. The findings of this study confirm that social media has a significant positive effect on brand image and decision making, besides that brand image has a positive and significant effect on student decision making. The findings of this study make a positive contribution to the development of science, especially in the field of marketing strategies through social media in improving brand image and decision making. The findings of this study are expected to make a practical contribution to increasing product competitiveness and consumer confidence.

Penelitian ini berdasarkan fenomena yang saat ini terjadi dengan adanya beberapa macam strategi strategi promosi yang dilakukan oleh suatu perusahaan, salah satunya yakni daya minat remaja dalam hal pembelian produk fashion. Dalam penilitian ini ingin melakukan pengujian sejauh mana peran celebrity endorsmen dalam proses penjualan terhadap niat remaja dalam membeli produk fashion. Adapun penelitian memakai metode kuantitatif dengan melakukan pendekatan komparatif dimana metode penelitian yang diatur agar mengatuhi sebab akibat sesuai observasi pada dampak yang muncul serta menemukan aspek yang menyebabkan mengunakan data yang dihimpun. Adapun sampel penelitian membutuhkan 125 responden guna mempermudah dalam pengolahan data.Adapun hasil pengujian antara peran celebrity endorsmen terhadap niat mahasiswa kedua program studi dalam membeli produk fashion setelah dihitung mendapatkan hasil t-hitung sebesar 3,082 dengan perhitungan angka t – tabel 1,657 dinyatakan hipotesis diterima, bisa disebut celebrity endorsement berpengaruh positif pada daya beli mahasiswa. Selain uji hubungan dilakukannya juga pengujian perbandingan dilihat dari nilai mean menunjukkan kelompok mahasiswa program studi ekonomi pembangunan memiliki nilai (14,779) lebih tinggi dibandingkan responden prodi Manajemen dengan nilai (14,181) yang menyatakan bila niat beli yang terpengaruh celebrity endorsment, sikap, norma subyektif serta kendali diri mahasiswa prodi ekonomi pembangunan lebih tinggi dibandingkan dengan mahasiswa manajemen

This study to examine the effect of brand image, trust, and Instagram social media on new student decision making in determining higher education levels.. This study involved 210 new students of Kusuma Husada University Surakarta as subjects in the study. This study uses a Structural Equation Modeling (SEM) approach with AMOS Software as a data analysis and testing tool. The measurement or testing is carried out using four stages of testing, namely using the t test or partial testing of brand image, trust, in decision making with the results of the Sig value below (0.05). This study confirms brand image, and trust was found to have a significant effect on Instagram social media, and finally Instagram social media was found to mediate the influence of brand image and trust on the decision making of new students at Kusuma Husada University Surakarta. This study can be used as a reference by marketing management practitioners in designing alternative strategies to improve brand image and consumer confidence and increase consumer confidence in making decisions in choosing a product or service.

This research stems from several issues that occur in the world of the digital economy in the use of e-commerce which is currently developing. In this study, we want to know the effect of using e-commerce in the sales process on interest where the research method is directed to determine cause-and-effect relationships based on observations of the effects that occur and look for factors that cause them through the collected data. N 1 Seyegan. The sample in this study requires 100 student respondents to facilitate data processing. From the results of data processing, it was obtained an analysis that the use of e-commerce media in the growing interest in entrepreneurship at SMA N 1 Seyegan had a positive and significant effect. And seeing the sales process is able to foster interest in entrepreneurship among class XII students at SMA N 1 Seyegan has a positive and significant effect.

Purchasing decision is the culmination of consumer behavior, in which finally, the consumers will do purchase having passed through some stages of consumer behavior. In this research, consumer behaviors being the variable of research are price, brandtrust, and online service, while the variable affected is purchasing decision. Purchasing decision implemented online is, of course, more complex than the one implemented directly, in which buyers interact face to face with the sellers. The objective of research is to analyze the effect of price, brandtrust, and online service on purchasing decision made in online purchase in the students of Faculty of Economics and Business, Sebelas Maret University (Universitas Sebelas Maret). Questionnaire was used as an instrument of collecting data in this research and SPSS version 24 software was used to analyze data. Data analysis was carried out using a multiple linear regression. The result of research shows that price, brandtrust and online service quality affect the decision of purchasing Samsung smartphone positively and significantly, either partially or simultaneously.