Examining the Impact of Promotional Strategies and Digital Marketing on Student Enrollment Decisions in Tutoring Centers: A Case Study of Medan

Megawaty, Dwi Fany Fransiska Dewi Butar Butar and Hafni Cholida Nasution
Additional contact information
Megawaty: STIE International Business Management Indonesia, Indonesia.
Dwi Fany Fransiska Dewi Butar Butar: STIE International Business Management Indonesia, Indonesia.
Hafni Cholida Nasution: STIE International Business Management Indonesia, Indonesia.

Global Insights in Management and Economic Research, 2025, vol. 1, issue 04, 198-204

Abstract: Purpose of the study: This research investigates the influence of promotional strategies and digital marketing on students' decision-making processes when selecting tutoring services at Course Centre Medan, Indonesia. The study addresses the declining student enrollment attributed to ineffective promotional activities and limited digital marketing utilization. Materials and Methods: A quantitative research design was employed with 50 students as respondents using saturated sampling technique. Data were collected through structured questionnaires measuring promotion (8 items), digital marketing (10 items), and decision-making (8 items) using a 5-point Likert scale. Multiple linear regression analysis was conducted using SPSS version 22 to examine the relationships between variables. Results: The multiple linear regression analysis yielded the equation Y = 9.272 + 0.306X₁ + 0.352X₂ + e, indicating positive relationships. Partial testing revealed that promotion significantly influences student decision-making (t = 3.389 > 2.011, p = 0.001), as does digital marketing (t = 3.353 > 2.011, p = 0.002). Simultaneous testing demonstrated that both variables collectively impact decision-making (F = 12.309 > 3.19, p

Keywords: promotion strategy; digital marketing; consumer decision-making; tutoring services; educational marketing; student enrollment (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journal.igiinsight.com/index.php/gimer/article/view/80 Abstract page (text/html)
https://journal.igiinsight.com/index.php/gimer/article/download/80/70 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eof:igimer:v:1:y:2025:i:04:id:80

DOI: 10.53905/Gimer.v1i04.31

Access Statistics for this article

More articles in Global Insights in Management and Economic Research from INSPIRETECH GLOBAL INSIGHT
Bibliographic data for series maintained by Relitha Hayatun Nugraha, S.Sos ().