INTEGRATING EXPERIENTIAL AND SOCIAL MEDIA MARKETING IN HIGHER EDUCATION: DETERMINANTS OF UNIVERSITY CHOICE AMONG INDONESIAN STUDENTS
DOI:
https://doi.org/10.35794/jmbi.v12i3.65569Abstrak
Studi ini bertujuan untuk meneliti bagaimana pemasaran pengalaman dan pemasaran media sosial secara bersama-sama memengaruhi keputusan mahasiswa dalam memilih universitas di sektor pendidikan tinggi swasta Indonesia yang semakin kompetitif. Universitas swasta menghadapi tantangan yang terus-menerus dalam menarik calon mahasiswa karena pendekatan promosi tradisional menjadi kurang efektif di kalangan generasi muda yang berorientasi digital. Hal ini menciptakan kebutuhan mendesak untuk memahami bagaimana pengalaman yang melibatkan emosi dan interaksi digital yang autentik membentuk keputusan pendaftaran. Meskipun studi sebelumnya telah meneliti variabel-variabel ini secara terpisah, penelitian yang mengintegrasikannya dalam kerangka penjelasan tunggal yang mampu menangkap efek sinergisnya masih terbatas. Dengan menggunakan desain survei kuantitatif, data dikumpulkan dari 150 mahasiswa yang terlibat dalam pengalaman kampus dan promosi media sosial. Kuesioner skala Likert terstruktur mengukur tiga konstruk, dan analisis reliabilitas, validitas, dan regresi berganda dilakukan menggunakan JASP. Hasil menunjukkan bahwa pemasaran pengalaman dan pemasaran media sosial secara signifikan memengaruhi pengambilan keputusan universitas, dengan pemasaran media sosial memberikan pengaruh yang sedikit lebih kuat.
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