Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Pembelajaran, Bimbingan, dan Pengelolaan Pendidikan
B. B. Harianto
Sekolah Tinggi Ilmu Pelayaran
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Digital Marketing, Social media, and Public Trust: A Mediation Model of Prospective Cadet Enrollment Intention in Maritime Higher Education Retno Sawitri Wulandari; Isra Ferdinand; Natanael Suranta; B. B. Harianto; Retno Sawitri Wulandari; Isra Ferdinand; Natanael Suranta; B. B. Harianto
Jurnal Pembelajaran, Bimbingan, dan Pengelolaan Pendidikan Vol. 6 No. 11 (2026)
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um065.v6.i11.2026.8

Abstract

The rapid expansion of digital marketing and social media has transformed student recruitment strategies in higher education, particularly in competitive and specialized institutions. However, the mechanisms through which digital strategies translate into actual enrollment intention remain theoretically and empirically contested. This study examines how Digital Marketing and Social media influence Prospective Cadet Interest through the mediating role of Public Trust in a maritime higher education institution. Using a quantitative explanatory design, data were collected from 97 respondents drawn proportionally from a population of 2,836 applicants (2020–2023). The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both direct and indirect relationships among constructs. Results indicate that Digital Marketing and social media significantly enhance Public Trust and directly influence Prospective Cadet Interest. Public Trust also exerts a significant positive effect on enrollment intention and partially mediates the relation between digital strategies and interest. Measurement and structural models satisfied reliability and validity criteria, confirming the robustness of the proposed mediation framework. These findings highlight the strategic importance of trust-based digital communication, demonstrating that credible signaling and engagement quality are essential for converting digital visibility into enrollment growth in specialized higher education contexts.  
Co-Authors B. B. Harianto Isra Ferdinand Isra Ferdinand Natanael Suranta Natanael Suranta Retno Sawitri Wulandari Retno Sawitri Wulandari