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All Journal Meteor STIP Marunda
Santika, Niken Imas Dhanar
Maritime Institute, Sekolah Tinggi Ilmu Pelayaran Jakarta, Indonesia
Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Transportation

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Building Trust for Enrollment: Digital Branding and Institutional Image in Maritime Education Santika, Niken Imas Dhanar
Meteor STIP Marunda Vol. 18 No. 2 (2025): December
Publisher : Sekolah Tinggi Ilmu Pelayaran Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36101/msm.v18i2.30

Abstract

Abstract This qualitative study investigated the influence of institutional image and digital promotion on enrollment intention at STIP Jakarta, with trust as a mediating variable. Through in-depth interviews with eight prospective cadets, this study reveals that the image of the institution is greatly influenced by the perception of alignment with international STCW competencies and technological modernity. Digital promotion serves as an important channel for building trust, especially when the content is authentic and features advanced training facilities. However, these findings identify a crucial difference in trust formation: although trust in professional competence is effectively fostered, trust in well-being and personal support is still underdeveloped due to a lack of communication about cadet wellbeing that aligns with MLC standards. This gap is a major obstacle to full enrollment commitment. The study concludes that strategic changes in communication are essential, advocating for a holistic approach that includes technical competence and welfare assurance to effectively attract the next generation of maritime professionals. This study contributes a new two-factor trust model to the maritime education marketing literature.
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