The Effect of Social Media Marketing and E-Service Quality on the Decision to Choose Private Tutoring Services "Be Smart Student" Mediated by Brand Trust

Authors

  • Putri Ismawati Faculty of Economics and Business, Universitas Pelita Bangsa
  • Adibah Yahya Faculty of Economics and Business, Universitas Pelita Bangsa
  • Hamzah Muhammad Mardi Putra Faculty of Economics and Business, Universitas Pelita Bangsa

DOI:

https://doi.org/10.38035/dijefa.v5i6.4169

Keywords:

social media marketing, e-service quality, brand trust, choosing decisions

Abstract

This research aims to determine and analyze the influence of social media marketing and e-service quality on the decision to choose Private Lesson "Be Smart Student" mediated by brand trust. The research uses quantitative method and data collection technique using g-form questionnaire for 314 respondents (parents) of students. The data analysis technique uses path analysis to determine the fit of the structural equation model with SmartPLS 4.1.0. The results conclude: Social media marketing has a positive and significant effect on choosing decisions; E- Service Quality has a positive and significant effect on choosing decisions; Brand trust has a positive and significant effect on choosing decisions; Social media marketing has a positive and significant effect on brand trust; E-Service Quality has a positive and significant effect on brand trust; Social media marketing has a positive and significant influence on choosing decisions mediated by brand trust; and E-Service Quality has a positive and significant effect on choosing decisions mediated by brand trust. The results have implications for efforts to improve marketing strategies through applying digital platforms to market institutional programs and learning processes.

Author Biographies

Putri Ismawati, Faculty of Economics and Business, Universitas Pelita Bangsa

Faculty of Economics and Business, Universitas Pelita Bangsa

Adibah Yahya, Faculty of Economics and Business, Universitas Pelita Bangsa

Faculty of Economics and Business, Universitas Pelita Bangsa

Hamzah Muhammad Mardi Putra, Faculty of Economics and Business, Universitas Pelita Bangsa

Faculty of Economics and Business, Universitas Pelita Bangsa

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Published

2025-02-17

How to Cite

Ismawati, P., Yahya, A. ., & Putra, H. M. M. . (2025). The Effect of Social Media Marketing and E-Service Quality on the Decision to Choose Private Tutoring Services "Be Smart Student" Mediated by Brand Trust. Dinasti International Journal of Economics, Finance &Amp; Accounting, 5(6), 6303–6315. https://doi.org/10.38035/dijefa.v5i6.4169

Issue

Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - February 2025)

Section

Articles

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Copyright (c) 2025 Putri Ismawati, Adibah Yahya, Hamzah Muhammad Mardi Putra

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