Increasing Vocational Education Decisions Through Social Media, and Price Reduction Through Brand Trusts

Abstract

The main objective of this research is to analyze the direct and indirect effects of social media and price reduction on vocational college decisions through brand trust. This research was conducted at the Polytechnic Unggul LP3M as a private college in the vocational field. The target population and sample were 275 respondents who were chosen to be the research samples. Media for collecting data used was questionnaire which were distributed and filled directly by 275 respondents. The results show that social media has a direct significant effect on brand trust and vocational college decisions. Price reduction has no direct significant effect on brand trust and college decisions. Brand trust has a direct significant influence on college decisions. Furthermore, social media has an indirect significant influence on college decisions through brand trust. Finally, price reduction does not have an indirect effect on college decisions through brand trust. The implications of the findings in this study indicate that Facebook as a social media is good in building trust of candidate new students in obtaining reliable sources of information in comparing the advantages of one college to another. Then the price reduction makes the candidate new students have negative image due to the quality of education.