The Impact Digital Marketing on Consumer Decisions in Choosing Educational Institutions Linked to Population Data
##plugins.themes.academic_pro.article.sidebar##
Published
Aug 2, 2025
Download
Statistic
Downloads
Download data is not yet available.
##plugins.themes.academic_pro.article.main##
Abstract
This study's goal is to investigate the effects of digital marketing, specifically digital promotion, website quality, and interesting content on consumer decisions in selecting vocational education institutions in North Sumatra Province, Indonesia. Despite the increasing use of digital platforms by schools, student enrollment rates, particularly in vocational schools, remain low. This research addresses this gap by examining how digital marketing components affect parental decision-making as key consumers in education. Using a descriptive quantitative method that uses analysis of multiple linear regression, the study collected primary data from 90 respondents which parents of prospective vocational school students through uses purposive sampling across four regions, Medan, Deli Serdang, Serdang Bedagai, and Langkat. Data were obtained via questionnaires distributed through WhatsApp and analyzed Using tests of classical assumption, regression analysis, and validity and reliability. The outcomes for this research indicate that digital promotion and interesting content significantly to influence consumer decisions, while website quality does not have a significant individual effect. The regression model explains 68.4% of the variation in decision making. This study contributes both theoretically and practically by offering insights into effective digital marketing strategies for educational institutions to increase enrollment and improve digital communication with target audiences.
##plugins.themes.academic_pro.article.details##
How to Cite
Firmansyah, E., Siregar, I., & Yusnandar, Y. (2025). The Impact Digital Marketing on Consumer Decisions in Choosing Educational Institutions Linked to Population Data. Enrichment : Journal of Management, 15(3), 197-210. https://doi.org/10.35335/enrichment.v15i3.2306
References
Al-Azzam, abdel F. et al. (2021). The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan. Journal of Asian Finance, Economics and Business, 8(5), 455–463. https://doi.org/10.1007/978-3-031-62106-2_29
Al-Rawabdeh, Hala O., et al. (2021). The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products. International Journal of Data and Network Science, 5, 691–702. https://doi.org/10.5267/j.ijdns.2021.7.012
B., Mesra, et al. (2023). Website Quality, Social Media and Satisfaction on Choosing Decisions Private Universities. Journal Trikonomika, 22(2), 93–99.
Bachri, Syamsul, et al. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
BPS Sumut. (2024). SUMUT in Numbers. Bps.Sumut.Go.Id.
Bungatang, B, et al. (2024). Strategic Marketing Management : Unveiling Consumer Psychology Through Qualitative Analysis and Literature Review. Journal Golden Ratio of Marketing and Applied Psychology of Business, 4(2), 112–123.
Dzar and Retnosary. (2024). Does Digital Marketing impact Student Enrollment at Universitas Batam Perjuangan Karawang? International Journal of Management Research and Economics, 2(2), 239–251.
Erpurini, W., & Juju, U. (2024). the Impact of Target Markets, Unique Resources & Market Attraction on Digital Marketing: Their Significance for Selecting Postsecondary Education. Jurnal Riset Bisnis Dan Manajemen, 17(2), 29–38. https://doi.org/10.23969/jrbm.v17i2.12093
Jiang, Guoyin, et al. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Journal Data Science and Management, 1, 13–22. https://doi.org/10.1016/j.dsm.2021.02.004
Kango, Umin, et al. (2021). The Effect of Promotion on The Decision to Choose Higher Educaition Through The Brand Image of Educaion. Al-Ishlah: Education Journal, 13(3), 1611–1621.
Kordecki, B. (2024). Changes In Consumer Behaviour and Preferences AMID Digital Transformation : Presentation and Comparison Of Research Results 2022-2024. SCIENTIFIC PAPERS OF SILESIAN UNIVERSITY OF TECHNOLOGY ORGANIZATION AND MANAGEMENT SERIES NO., 206, 361–382.
Liu, Run Ze, et al. (2024). Exploring the influence of gamification-enabled customer experience on continuance intention towards digital platforms for e-government: An empirical investigation. Journal Information and Management, 61, 103986. https://doi.org/10.1016/j.im.2024.103986
Michelle and Susilo. (2021). The Effect of Instagram Social Media Exposure on Purchasing Decisions. ETTISAL: Journal of Communication, 6(1), 37–50.
Mogaji and Nguyen. (2024). Evaluating the emergence of contactless digital payment technology for transportation. Journal Technological Forecasting and Social Change, 203, 123378. https://doi.org/10.1016/j.techfore.2024.123378
Nipa, Meherun Nisa, et al. (2021). Recruitment and Selection: the Relationship Between Recruitment and Selection With Organizational Performance. Journal Business of Engineering, Business and Management, 5(3), 1–12. https://doi.org/10.26480/bosoc.01.2024.27.31
North Sumatra Education Office. (2024). Basic Education Data of the North Sumatra Education Office. Https://Disdik.Sumutprov.Go.Id/. https://disdik.sumutprov.go.id
Rodríguez-Camacho, Javier A., et al. (2024). Digital capital: Importance for social status in contemporary society and antecedents of its accumulation. Journal Computers in Human Behavior, 159, 108316. https://doi.org/10.1016/j.chb.2024.108316
Salwanisa, Estetia Adistsany, et al. (2022). Digital marketing Analysis on The Consumer Decision-Making Process of Millennials and Gen Z Generation Groups on the TikTok Aplications. Equilibrium: Scientific Journal of Economics and Its Learning, 112–125.
Schreiner, Melanie, et al. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Journal Electronic Commerce Research, 21(2), 329–345. https://doi.org/10.1007/s10660-019-09353-8
Sudirjo, Frans, et al. (2024). Understanding Psychological Dynamics in Consumer Decision-Making Processes in the Digital Marketing Era: A Review. Journal of Innovative Research, 4(2), 635–644.
Thies, Annika J., et al. (2024). Consumer willingness to pay (WTP) for beef based on color and price discounts. Journal Meat Science, 217, 109597. https://doi.org/10.1016/j.meatsci.2024.109597
Verma, Shashi, et al. (2024). Integrating technology and trust: Trailblazing role of AI in reframing pharmaceutical digital outreach. Journal Intelligent Pharmacy, 2(3), 435–440. https://doi.org/10.1016/j.ipha.2024.01.005
Wijaya, Hadi, et al. (2023). Analysis of Digital Marketing Strategy on Interest and Enrollment Decisions of Prospective New Students In Private Higher Education Institution In Indonesia (A Case Study of Jakarta Global University). Klabat Journal of Management, 4(2), 147–162.
Xiao, Jinglin, et al. (2024). Overcoming barriers and seizing opportunities in the innovative adoption of next-generation digital technologies. Journal of Innovation and Knowledge, 9(4), 100622. https://doi.org/10.1016/j.jik.2024.100622
Zhang, Jie and Li, M. (2024). Digital technology access, labor market behavior, and income inequality in rural China. Journal Heliyon, 10, e33528. https://doi.org/10.1016/j.heliyon.2024.e33528
Al-Rawabdeh, Hala O., et al. (2021). The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products. International Journal of Data and Network Science, 5, 691–702. https://doi.org/10.5267/j.ijdns.2021.7.012
B., Mesra, et al. (2023). Website Quality, Social Media and Satisfaction on Choosing Decisions Private Universities. Journal Trikonomika, 22(2), 93–99.
Bachri, Syamsul, et al. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
BPS Sumut. (2024). SUMUT in Numbers. Bps.Sumut.Go.Id.
Bungatang, B, et al. (2024). Strategic Marketing Management : Unveiling Consumer Psychology Through Qualitative Analysis and Literature Review. Journal Golden Ratio of Marketing and Applied Psychology of Business, 4(2), 112–123.
Dzar and Retnosary. (2024). Does Digital Marketing impact Student Enrollment at Universitas Batam Perjuangan Karawang? International Journal of Management Research and Economics, 2(2), 239–251.
Erpurini, W., & Juju, U. (2024). the Impact of Target Markets, Unique Resources & Market Attraction on Digital Marketing: Their Significance for Selecting Postsecondary Education. Jurnal Riset Bisnis Dan Manajemen, 17(2), 29–38. https://doi.org/10.23969/jrbm.v17i2.12093
Jiang, Guoyin, et al. (2021). Effects of information quality on information adoption on social media review platforms: moderating role of perceived risk. Journal Data Science and Management, 1, 13–22. https://doi.org/10.1016/j.dsm.2021.02.004
Kango, Umin, et al. (2021). The Effect of Promotion on The Decision to Choose Higher Educaition Through The Brand Image of Educaion. Al-Ishlah: Education Journal, 13(3), 1611–1621.
Kordecki, B. (2024). Changes In Consumer Behaviour and Preferences AMID Digital Transformation : Presentation and Comparison Of Research Results 2022-2024. SCIENTIFIC PAPERS OF SILESIAN UNIVERSITY OF TECHNOLOGY ORGANIZATION AND MANAGEMENT SERIES NO., 206, 361–382.
Liu, Run Ze, et al. (2024). Exploring the influence of gamification-enabled customer experience on continuance intention towards digital platforms for e-government: An empirical investigation. Journal Information and Management, 61, 103986. https://doi.org/10.1016/j.im.2024.103986
Michelle and Susilo. (2021). The Effect of Instagram Social Media Exposure on Purchasing Decisions. ETTISAL: Journal of Communication, 6(1), 37–50.
Mogaji and Nguyen. (2024). Evaluating the emergence of contactless digital payment technology for transportation. Journal Technological Forecasting and Social Change, 203, 123378. https://doi.org/10.1016/j.techfore.2024.123378
Nipa, Meherun Nisa, et al. (2021). Recruitment and Selection: the Relationship Between Recruitment and Selection With Organizational Performance. Journal Business of Engineering, Business and Management, 5(3), 1–12. https://doi.org/10.26480/bosoc.01.2024.27.31
North Sumatra Education Office. (2024). Basic Education Data of the North Sumatra Education Office. Https://Disdik.Sumutprov.Go.Id/. https://disdik.sumutprov.go.id
Rodríguez-Camacho, Javier A., et al. (2024). Digital capital: Importance for social status in contemporary society and antecedents of its accumulation. Journal Computers in Human Behavior, 159, 108316. https://doi.org/10.1016/j.chb.2024.108316
Salwanisa, Estetia Adistsany, et al. (2022). Digital marketing Analysis on The Consumer Decision-Making Process of Millennials and Gen Z Generation Groups on the TikTok Aplications. Equilibrium: Scientific Journal of Economics and Its Learning, 112–125.
Schreiner, Melanie, et al. (2021). Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda. Journal Electronic Commerce Research, 21(2), 329–345. https://doi.org/10.1007/s10660-019-09353-8
Sudirjo, Frans, et al. (2024). Understanding Psychological Dynamics in Consumer Decision-Making Processes in the Digital Marketing Era: A Review. Journal of Innovative Research, 4(2), 635–644.
Thies, Annika J., et al. (2024). Consumer willingness to pay (WTP) for beef based on color and price discounts. Journal Meat Science, 217, 109597. https://doi.org/10.1016/j.meatsci.2024.109597
Verma, Shashi, et al. (2024). Integrating technology and trust: Trailblazing role of AI in reframing pharmaceutical digital outreach. Journal Intelligent Pharmacy, 2(3), 435–440. https://doi.org/10.1016/j.ipha.2024.01.005
Wijaya, Hadi, et al. (2023). Analysis of Digital Marketing Strategy on Interest and Enrollment Decisions of Prospective New Students In Private Higher Education Institution In Indonesia (A Case Study of Jakarta Global University). Klabat Journal of Management, 4(2), 147–162.
Xiao, Jinglin, et al. (2024). Overcoming barriers and seizing opportunities in the innovative adoption of next-generation digital technologies. Journal of Innovation and Knowledge, 9(4), 100622. https://doi.org/10.1016/j.jik.2024.100622
Zhang, Jie and Li, M. (2024). Digital technology access, labor market behavior, and income inequality in rural China. Journal Heliyon, 10, e33528. https://doi.org/10.1016/j.heliyon.2024.e33528