Analisis Pengambilan Keputusan Kuliah dengan Perceived Value sebagai Variabel Mediasi pada Universitas Nazahtut Thullab Al-Muafa Sampang

Alfiani, Sinta (2026) Analisis Pengambilan Keputusan Kuliah dengan Perceived Value sebagai Variabel Mediasi pada Universitas Nazahtut Thullab Al-Muafa Sampang. Masters thesis, UPN Veteran Jawa Timur.

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Abstract

This study aims to analyze the role of social media marketing and cost perception in the decision making for college through perceived value at Nazhatut Thullab Al-Muafa Sampang University. The main goal of this study is to: 1) to analyze the influence of social media marketing on college decision making, 2) to analyze the influence of cost perception on college decision making, 3) to analyze the influence of perceived value on college decision making, 4) to analyze the influence of social media marketing on college decision making through perceived value, 5) to analyze the influence of cost perception on college decision making through perceived value. The population of this study is all students of Nazhatut Thullab Al-Muafa Sampang University. The research sample consisted of 112 respondents selected using purposive sampling with certain criteria. The research data was analyzed using the partial least square (PLS) technique supported by the Smart PLS 4.0 software. The result of study indicate that: 1) social media marketing contributes to college decision making, 2) Cost perception doesn't play a role in deciding to go to college, 3) Perceived value contributes to the college decision making, 4) Social media marketing contributes to college decision making that is mediated by perceived value, 5) Cost Perception contributes to College Decision Making that is mediated by Perceived Value, which means that the amount or affordability of tuition fees won't be able to influence a prospective student's decision to enroll unless the cost is first internalized and perceived as having a corresponding or high value for their future. Keywords: Social Media Marketing, Cost Perception, Perceived Value, College Decision Making.

Item Type:

Thesis (Masters)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	NIDN0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Hariyana, Nanik	NIDN2110108701	nanik.hariyana.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic and Business > Magister Management

Depositing User:

Sinta Alfiani

Date Deposited:

23 Oct 2026 01:44

Last Modified:

23 Oct 2026 01:44

URI:

https://repository.upnjatim.ac.id/id/eprint/61116