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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Abdi Insani Best Journal of Administration and Management Klabat Journal of Management Journal of Economics, Assets, and Evaluation Journal of Environmental Economics and Sustainability
Hadi Wijaya
Program Studi Bisnis Digital Universitas Global Jakarta
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Journal : Klabat Journal of Management

 1 
ANALYSIS OF DIGITAL MARKETING STRATEGIES ON INTEREST AND ENROLLMENT DECISIONS OF PROSPECTIVE NEW STUDENTS IN PRIVATE HIGHER EDUCATION INSTITUTIONS IN INDONESIA (A CASE STUDY OF JAKARTA GLOBAL UNIVERSITY) Hadi Wijaya; RM Chairil Andri; Dwi Rachmawati
Klabat Journal of Management Vol 4 No 2 (2023): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v4i2.1007.147-162

Abstract

The research investigates the impact of Google Adwords Advertising and Social Media Marketing on the interest to register (enrollment) and enrollment decisions of potential new students at Global University Jakarta (JGU). In Indonesia, Private Higher Education Institutions (PTS) make up 66.27% of the total higher education institutions, facing intense competition for prospective students, particularly from Generation Z. The COVID-19 pandemic has expedited the transition to digital activities, necessitating continuous adaptation by universities. Generation Z, characterized by 100% internet usage and high smartphone ownership, demands innovative digital marketing strategies. The study employs a quantitative approach, collecting data through questionnaires from 172 first- and second-semester students at JGU. Path analysis is utilized to examine the relationships between Google Adwords Advertising, Social Media Marketing, interest to register, and enrollment decisions. The results indicate that both Google Adwords Advertising and Social Media Marketing significantly and positively influence the interest to register. Furthermore, interest to register significantly affects enrollment decisions. These findings emphasize the significance of effective digital marketing strategies in influencing prospective students' interest and enrollment decisions. Given that digital marketing dynamics evolve alongside changing technologies and platform algorithms, regular analysis and adaptation are recommended. This study aim to provide valuable insights for educational institutions, encouraging the utilization of Google Adwords Advertising and Social Media Marketing to enhance enrollment among prospective students. Keywords: Digital marketing, Google adwords advertising, social media marketing, interest to register, enrollment decisions.
THE INFLUENCE OF DIGITAL BRANDING ON BRAND AWARENESS AND PURCHASE DECISIONS AMONG MSMES IN PALEMBANG: A CASE STUDY ON ZANAIA ACRYLIC RM Chairil Andri; Hadi Wijaya
Klabat Journal of Management Vol 4 No 2 (2023): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v4i2.1009.112-127

Abstract

Digital branding has become a necessity in the contemporary business landscape. These branding efforts often involve leveraging social media marketing and influencer marketing techniques to enhance brand awareness and drive product sales. This study aims to investigate the role of digital branding strategies at ZANAIA Acrylic Palembang in influencing brand awareness and purchase decisions for MSMEs' products or services. The independent variables encompass social media marketing and influencer marketing, while brand awareness acts as the intervening or mediating variable, and purchasing decisions represent the dependent variable. Primary data was collected using a questionnaire as the research instrument and analyzed using SPSS. The study involved a total sample of 100 respondents in Palembang City. The anticipated results of this research are expected to contribute valuable insights and serve as a reference for other SMMEs in formulating effective business strategies, targeting consumers, and optimizing their profits. Keywords: Digital Branding, Social Media Marketing, Influencer Marketing, Brand Awareness, Purchasing Decision
Co-Authors Agnemas Yusoep Islami Alfi Maghfuriyah Ali Ridho Dwi Rachmawati Dwi Rachmawati Fayza Namira Musahid Febria Anjara Feri Nugroho Feri Nugroho Fiddini Sharika Fawzi Nora Listiana Nur Fitri Dewi Nurul Aslamiah Istiqomah Rahmawati Ulfah Revita Desi Hertin Revita Desi Hertin RM Chairil Andri RM Chairil Andri Udriyah Ummy Gusti Salamah