THE INFLUENCE OF ONLINE MARKETING ON CONFIDENCE IN CHOOSING A COLLEGE

(Case study of students at Muhammadiyah University of Lampung TA. 2021/2022)

Abstrak

Abstract

This research was conducted with the aim of exploring the impact of trust, convenience, quality of information, and price on students' decisions to choose Muhammadiyah University of Lampung as their university of choice. The research method used is research with a quantitative approach. The population of this study were students at Muhammadiyah University of Lampung. The main data was collected through the use of a questionnaire, and data analysis was carried out using Linear Regression analysis techniques. The research results show that trust has a significant influence on the decision to enter or choose a university, with a trust contribution of 59.5%. Convenience also has a significant influence, with a contribution of 61.2%. The quality of information is also proven to have a significant influence on the decision to enter college, with a contribution of 63.9%. Price also has a significant influence, with a contribution of 67.5%. Overall, the research results show that these factors play an important role in shaping students' decisions in choosing Muhammadiyah University of Lampung as their place of education.