Reconnoitering The Influence of Digital Marketing as A Moderation Variable on Students’ Decision-Making Process in Choosing Higher Education Institution

DOI

10.2991/978-94-6463-558-4_4How to use a DOI?

Keywords

Brand awareness; brand equity; digital marketing; decision-making; higher education institution

Abstract

This study aims to investigate the relationship of brand awareness and brand equity on the impact of students’ decision-making in selecting Higher educational institutions (HEIs). Following that, this study also seeks to examine the moderating role of digital marketing in enhancing the relationship between students’ decision-making in choosing their future HEI. Competition among Higher educational institutions (HEIs) are getting intense. Universities are making creative efforts to showcase their uniqueness and strengths to attract and meet the demands of potential students. Therefore, HEIs are progressively involved in establishing and enhancing their brand to gain a sustainable competitive edge. The emergence of Industry 4.0 led to the idea of incorporating technologies into various sectors including HEI. This study empowers universities to craft tailored strategies that effectively allure and retain students who align with their academic offerings and cater to the demands of their potential students. This study employs non-probability sampling using questionnaires distributed among high school students with a total is 151 samples. It was found that brand awareness positively related to students’ decision while brand equity failed to impact students’ decision-making in selecting HEI. It was also found that digital marketing is moderating the relationships understudied. This research paves a way for HEIs to have a better understanding toward their potential students and thus execute proper strategies to attract students.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Melianti Wahyu Sari
AU  - Abdurrahman Faris Indriya Himawan
AU  - Mohamad Hazeem Sidik
AU  - Md Zaki Muhamad Hasan
PY  - 2024
DA  - 2024/11/19
TI  - Reconnoitering The Influence of Digital Marketing as A Moderation Variable on Students’ Decision-Making Process in Choosing Higher Education Institution
BT  - Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2024)
PB  - Atlantis Press
SP  - 52
EP  - 70
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-558-4_4
DO  - 10.2991/978-94-6463-558-4_4
ID  - Sari2024
ER  -