Digital marketing, motivation, and university image: key drivers of university choices

Kurniawan, H, Purwati, AA, Ginting, YM and Abdullah, SINW ORCID: https://orcid.org/0000-0001-7249-8512, 2024. Digital marketing, motivation, and university image: key drivers of university choices. International Journal of Information System and Innovation Management, 2 (2), pp. 66-78. ISSN 3026-5134

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Abstract

This study aims to analyze the effect of digital marketing, motivation, and university image on college interest and college decisions in the Master of Management Study program at the Pelita Indonesia Institute of Business and Technology. This research is quantitative in nature. The population in this study consists of students from the Master of Management program in the 2022/2023 academic year, totaling 296 students. The sampling method used was probability sampling, specifically simple random sampling. A sample size of 75 respondents was determined using the Slovin formula. The results of this study indicate that digital marketing significantly affects college interest, motivation significantly affects college interest, and university image significantly affects college interest. However, digital marketing has an insignificant effect on college decisions, motivation significantly affects college decisions, and university image has an insignificant effect on college decisions. Additionally, college interest has a significant effect on college decisions.

Item Type:	Journal article
Publication Title:	International Journal of Information System and Innovation Management
Creators:	Kurniawan, H., Purwati, A.A., Ginting, Y.M. and Abdullah, S.I.N.W.
Publisher:	Yayasan Pendidikan Islam Al-Matani
Date:	December 2024
Volume:	2
Number:	2
ISSN:	3026-5134
Identifiers:	Number Type 10.55583/ijisim.v2i2.1153 DOI 2331649 Other
Rights:	This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-sa/4.0/)
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Ward
Date Added:	06 Jan 2025 11:22
Last Modified:	06 Jan 2025 11:22
URI:	https://irep.ntu.ac.uk/id/eprint/52770

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