@phdthesis{digilib70675,
           month = {March},
           title = {PENGARUH BRAND IMAGE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN SANTRI MEMILIH PONDOK PESANTREN PUTRI AL-MUNAWWIR KOMPLEK Q KRAPYAK YOGYAKARTA JENJANG MAHASISWI TAHUN AJARAN 2024/2025},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21104090073 Korri Aina},
            year = {2025},
            note = {Prof. Dr. Imam Machali, S. Pd.I., M.Pd.},
        keywords = {Brand Image, Social Media Marketing, Keputusan Memilih},
             url = {https://digilib.uin-suka.ac.id/id/eprint/70675/},
        abstract = {The decision to choose in the context of this study refers to the decision-making process carried out by prospective students as consumers in choosing an educational institution, namely boarding school. This decision is influenced by various factors, including brand image and social media marketing. Brand image reflects the perceptions, beliefs, and impressions that prospective students have of the boarding school, while social media marketing involves promotional efforts and information dissemination through social media platforms that can influence prospective students' decisions.
This study aims to determine the effect of brand image (X1) and social media marketing (X2) on the decision of students to choose (Y) Pesantren Putri Al-Munawwir Komplek Q partially and simultaneously. The usefulness of this research is to add insight into the literature regarding the influence of brand image and social marketing on students' decisions in choosing pesantren.
This study uses quantitative methods with data analysis techniques that include descriptive analysis and inferential analysis, including correlation tests (bivariate and multivariate correlation) and multiple linear regression tests (t test, f test, and coefficient of determination). This sampling used saturated sampling so that the sample amounted to 52 new female students in the 2024/2025 academic year. This data collection tool uses questionnaires and documentation.
The results of this study indicate that 1) There is a significant influence The results of this study indicate that 1) There is a significant influence between Brand Image on Santri's decision to choose Al-Munawwir Islamic Boarding School Complex Q Krapyak Yogyakarta with a significance value of 0.005 {\ensuremath{<}}0.05, so H{\ensuremath{\alpha}}1 is accepted while Ho1 is rejected. 2) There is a significant influence between Social Media Marketing on Santri's decision to choose Al-Munawwir Islamic Boarding School Complex Q Krapyak Yogyakarta with a significance value of 0.000 {\ensuremath{<}}0.05, so H{\ensuremath{\alpha}}2 is accepted while Ho2 is rejected. 3) The results showed that there was a simultaneous significant influence between Brand Image and Social Media Marketing on the Santri's decision to choose Al-Munawwir Islamic Boarding School Complex Q Krapyak Yogyakarta with a significance value of 0.000 {\ensuremath{<}}0.05, which means H{\ensuremath{\alpha}}3 is accepted while Ho3 is rejected. The R Square value of 75.4\% explains that the X1 and X2 variables contribute greatly to variable Y. While 24.6\% of the variability of variable Y is contributed by other variables.}
}