Author(s): Hendra Achmadi, Asep Hermawan, Rudy Pramono, Ferdi Antonio, Innocentius Bernarto, Indah Fatmawati,
This study aims to examine the effect of social media marketing and WOM that affect perceived value, which then affects positive emotion, as well as its impact on intention to enroll in private universities in Indonesia. This test is carried out on high school students who intend to continue their studies at private universities. The conceptual framework in this study is a modification based on previous research with a focus on positive emotion in decision-making on intention to enroll. The type of research is quantitative, where the unit of analysis is the individual, namely high school students in Indonesia. The number of samples obtained by the Cochrans formula, samples were taken by convenience sampling and data obtained by questionnaires distributed online, using a Likert scale of 1-5. Data were analyzed using the PLS-SEM method. In this study, there were 16 hypotheses tested with the dependent variable, namely intention to enroll, with mediating variables perceived value with multi dimensions, such as functional value, epistemic value, emotional value, energizing value and social value, and independent variables such as social media marketing and WOM. . The results of this study first are that 16 hypotheses are supported, and with an R-Square of 0.388 with an f-Square of 0.634, which means that positive emotion has a positive impact on the intention to enroll. Academic and managerial implications on the marketing of higher education or private universities.