Confirmatory Factor Analysis for The Impact of Students’ Social Medial on University Digital Marketing

Abstract

With a large number of tertiary institutions, each tertiary institution is carrying out various innovations in marketing its tertiary institutions, where changes in consumer behavior are starting to change by utilizing information technology as a means of seeking information and communication, encouraging tertiary institutions to switch to digital marketing in marketing their products. However, deepening knowledge and understanding related to students’ use of social media and digital marketing by campuses can be a research opportunity. Our research aims to use confirmatory factor analysis (CFA) to see the factors influencing students’ use of social media and digital marketing strategy by campuses. Our research methodology consists of two stages. First, we compiled and distributed a questionnaire. Both of us processed the results of the questionnaire with CFA. Some of the formulas and metrics used are the Pearson correlation, Kaiser-Meyer-Olkin (KMO) test, Bartlett’s test, maximum likelihood estimation, linear regression plot, r <sup xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">2</sup> , and path analysis. The study results show that with path analysis, we prove a strong correlation between students’ use of social media and campus website management, click-based advertising by campuses, and email marketing by campuses. Our research has passed the KMO and Bartlett’s Test.