PERAN CITRA MEREK DALAM MEDIASI PEMASARAN DIGITAL DAN HUBUNGAN DENGAN PELANGGAN TERHADAP KEPUTUSAN MEMILIH POLITEKNIK NEGERI BATAM SEBAGAI PERGURUAN TINGGI TUJUAN

Abstract

This study aims to analyze the influence of Digital Marketing and Customer Relationship on the decision to choose Batam State Polytechnic, with Brand Image as a mediating variable. Amidst the increasingly tight competition in higher education and the changing behavior of selective prospective students, marketing and relationship management strategies have become crucial. This research employs a quantitative explanatory approach. The sample consists of 100 new students from the class of 2025/2026, selected using the proportionate stratified sampling technique. Data were collected through questionnaires and analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results indicate that Digital Marketing has a significant direct influence on the Decision to Choose, but does not significantly affect Brand Image. Conversely, Customer Relationship has a significant influence on Brand Image but no significant direct influence on the Decision to Choose. Another key finding is that Brand Image acts as a full mediator in the relationship between Customer Relationship and the Decision to Choose. This study recommends that Batam State Polytechnic strengthen service interactions to build a positive brand image while consistently utilizing digital channels for direct persuasion.