The Role of Digital Media Communication in Shaping Prospective Students’ Perceptions and Preferences for Bali State Polytechnic

Jeni Susanti (), Ni Ketut Sukasih and I Putu Mertha Astawa
Additional contact information
Jeni Susanti: Politeknik Negeri Bali, Accounting Department
Ni Ketut Sukasih: Politeknik Negeri Bali, Accounting Department
I Putu Mertha Astawa: Politeknik Negeri Bali, Accounting Department

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 745-755 from Springer

Abstract: Abstract The purpose of this study is to investigate the impact of digital media on the decision of prospective students about Politeknik Negeri Bali (PNB). As digital platforms become the primary mode of communication, understanding their role in shaping educational decisions is critical. The research uses a quantitative approach to examine how PNB uses digital media channels to engage with prospective students and influence their perceptions and preferences. The aim is to determine prospective students’ perceptions of the digital marketing communication channels used by PNB and to test the influence of perceived usefulness/PEU and perceived ease of use/PEO on prospective students’ intentions to choose PNB. Data collection involved distributing surveys to incoming PNB students, focusing on those admitted through the 2024 Achievement-Based National Selection (SNBP) route, from a total applicant pool of 1,023. A sample size of 95 was established using purposive sampling. Research findings show that the digital marketing communication channels used by PNB significantly influence prospective students’ intentions to choose PNB. These results explain the important role of digital marketing communication media in shaping prospective students’ views and tendencies toward PNB.

Keywords: Digital Media; Intention to Choose; Prospective Students (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:advbcp:978-94-6463-622-2_82

Ordering information: This item can be ordered from
http://www.springer.com/9789464636222

DOI: 10.2991/978-94-6463-622-2_82

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().