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

Melianti Wahyu Sari, Abdurrahman Faris Indriya Himawan, Mohamad Hazeem Sidik () and Md Zaki Muhamad Hasan
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Melianti Wahyu Sari: University of Muhammadiyah Gresik
Abdurrahman Faris Indriya Himawan: Telkom University
Mohamad Hazeem Sidik: Universiti Malaysia Kelantan
Md Zaki Muhamad Hasan: Management & Science University

A chapter in Proceedings of the International Conference on Sustainable Collaboration in Business, Technology, Information, and Innovation (SCBTII 2024), 2024, pp 52-70 from Springer

Abstract: 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.

Keywords: Brand awareness; brand equity; digital marketing; decision-making; higher education institution (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-558-4_4

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