The Influence of Social Media on the Decision to Choose a Course and Training Institution with Word of Mouth Mediation and Trust at Amerta Bakti College in Denpasar

Abstract

The development of social media has transformed how people obtain information and make decisions, including when selecting course and training institutions. This study aims to analyze the effects of social media on word of mouth, trust, and students’ decisions to choose a course and training institution, as well as the effects of word of mouth and trust on decision-making and their mediating roles. A quantitative approach was employed using descriptive and associative analysis. The population consisted of 70 active students at Amerta Bakti College in Denpasar, all of whom were selected through a census method. Data were collected using questionnaires and analyzed with SmartPLS through outer model, inner model, and hypothesis testing. The results show that social media has a positive and significant effect on word of mouth, trust, and students’ decisions. Word of mouth and trust also positively and significantly influence students’ decisions. Furthermore, both variables significantly mediate the relationship between social media and students’ decisions to choose a course and training institution. These findings highlight the importance of social media, trust, and positive word of mouth in attracting prospective students.