Pengaruh Content Marketing Terhadap Minat Memilih Melalui Brand Authenticity Dan Brand Image Pada Program Magister Bisnis Digital Universitas Negeri Surabaya
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Abstract
Perkembangan digital marketing mendorong perguruan tinggi untuk memanfaatkan strategi Content Marketing sebagai upaya membangun citra institusi dan menarik minat calon mahasiswa. Namun, kajian mengenai bagaimana Content Marketing memengaruhi minat memilih program pendidikan tinggi melalui pembentukan Brand Authenticity dan Brand Image masih relatif terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing terhadap Minat Memilih Program Magister Bisnis Digital Universitas Negeri Surabaya melalui peran mediasi Brand Authenticity dan Brand Image. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatori. Responden penelitian berjumlah 139 orang yang terdiri dari mahasiswa sarjana semester akhir dan lulusan sarjana maksimal tiga tahun terakhir yang memiliki ketertarikan untuk melanjutkan studi magister. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring dengan teknik pengambilan sampel menggunakan purposive sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antarvariabel dalam model penelitian. Hasil penelitian menunjukkan bahwa Content Marketing berpengaruh signifikan terhadap Brand Authenticity dan Brand Image. Namun, Brand Authenticity tidak mampu memediasi pengaruh Content Marketing terhadap Minat Memilih, sedangkan Brand Image terbukti mampu memediasi pengaruh Content Marketing terhadap Minat Memilih.
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