The Influence of Social Media Engagement, Campus Facilities, and Word-of-Mouth on Institutional Image Among Sahid University of Surakarta Students

Abstract

Research Aims: This study aims to examine the influence of social media engagement, campus facilities, and word of mouth on the institutional image of Sahid University of Surakarta. Design/methodology/approach: This study employed a quantitative explanatory research design with a cross-sectional approach. Data were collected through an online questionnaire from 303 active undergraduate students selected using purposive sampling based on the Isaac and Michael formula. The data were analyzed using multiple linear regression analysis. Research Findings: The results indicate that social media engagement, campus facilities, and word of mouth each have a positive and significant influence on institutional image. Among these variables, campus facilities have the strongest influence, followed by word of mouth and social media engagement, indicating that students' digital interactions, physical experiences, and interpersonal communication collectively shape institutional image. Theoretical Contribution/Originality: This study contributes to the higher education services marketing literature by integrating digital (social media engagement), physical (campus facilities), and social (word of mouth) pathways into a single framework for explaining institutional image formation. The findings also provide practical insights for universities in strengthening institutional image through interactive social media, improved campus facilities, and positive student communication. Keywords: Social Media Engagement, Campus Facilities, Word of Mouth, Institutional Image