The Role of Social Media Marketing on Brand Awareness, Brand Image and Brand Trust on Atma Jaya Makassar University

Abstract

As time progresses, market competition becomes increasingly intense. It's not just business market competition, but also competition in the education sector that is getting tougher. Makassar City has as many as 22 universities spread across the region, all competing to attract students. One of the universities facing this competition is Atma Jaya Makassar University. Atma Jaya Makassar University recognizes that social media has become an inseparable part of society's life and has started to implement social media marketing. Despite this, the intense competition has led Atma Jaya Makassar University to optimize the application of social media marketing and assess its impact on brand awareness, brand image, and brand trust. The results found in this study indicate that trendiness is the variable with the highest value in social media marketing, and that social media marketing influences brand awareness, brand image, and brand trust.