Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Ekonomi dan Bisnis
Silmi Rinda Fitri
Universitas Riau
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Exploring the Impact of Marketing on RPL Enrollment Decisions: Student Interest as a Determining Factor Silmi Rinda Fitri; Rumyeni; Lie Othman
Jurnal Ilmiah Ekonomi Dan Bisnis Vol. 23 No. 1 (2026): JIEB
Publisher : Universitas Lancang Kuning

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31849/vy486t23

Abstract

The effectiveness of marketing communication in influencing enrollment decisions in the Recognition of Prior Learning (RPL) program remains underexplored, particularly regarding the mediating role of interest. Prospective students in this pathway tend to prioritize flexibility, cost, and relevance over traditional academic attributes, while prior studies have mainly focused on conventional admission contexts. This study employs a quantitative explanatory approach using survey data from 291 RPL learners, analyzed through Structural Equation Modeling with the Partial Least Squares (PLS-SEM) method. The results indicate that personal selling and social media marketing have significant direct effects on enrollment decisions, whereas sales promotion and advertising do not. However, all four elements of marketing communication demonstrate significant indirect effects through interest, which emerges as the strongest predictor of enrollment decisions. These findings support the Theory of Planned Behavior by highlighting the crucial role of interest as a mediator between marketing communication and decision-making. This study contributes to the literature by providing empirical evidence on how integrated marketing communication influences enrollment in non-traditional higher education pathways and offers practical insights for developing more targeted, interest-driven promotional strategies.
Co-Authors Lie Othman Rumyeni, Rumyeni