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All Journal QALAMUNA: Jurnal Pendidikan, Sosial, dan Agama Kinerja: Jurnal Ekonomi dan Manajemen YUME : Journal of Management JOISIE (Journal Of Information Systems And Informatics Engineering) Jurnal Informasi dan Teknologi Jurnal Bumigora Information Technology (BITe) Jurnal Teknologi Informatika dan Komputer Movere Journal International Journal of Economy, Education and Entrepreneurship (IJE3) Jurnal Manajemen Perbankan Keuangan Nitro International Journal of Multidisciplinary Research and Literature (IJOMRAL) Jurnal Bina Komputer Jurnal Pengabdian Masyarakat Information Technology (JPM ITech) Jurnal Sistem Informasi dan Bisnis Cerdas Benefit : Journal of Bussiness, Economics, and Finance Paradoks : Jurnal Ilmu Ekonomi Jurnal Pengabdian Masyarakat Bangsa Prosiding SEMNAS INOTEK (Seminar Nasional Inovasi Teknologi) Advances in Management & Financial Reporting Advances in Human Resource Management Research Global Insights in Management and Economic Research Khazanah Journal: Economics, Muamalah dan Entrepreneurship
Megawaty, Megawaty
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Examining the Impact of Promotional Strategies and Digital Marketing on Student Enrollment Decisions in Tutoring Centers: A Case Study of Medan Megawaty, Megawaty; Butar Butar, Dwi Fany Fransiska Dewi; Nasution, Hafni Cholida
Global Insights in Management and Economic Research Vol. 1 No. 04 (2025): November Issue Global Insights in Management and Economic Research
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v1i04.31

Abstract

Purpose of the study: This research investigates the influence of promotional strategies and digital marketing on students' decision-making processes when selecting tutoring services at Course Centre Medan, Indonesia. The study addresses the declining student enrollment attributed to ineffective promotional activities and limited digital marketing utilization. Materials and Methods: A quantitative research design was employed with 50 students as respondents using saturated sampling technique. Data were collected through structured questionnaires measuring promotion (8 items), digital marketing (10 items), and decision-making (8 items) using a 5-point Likert scale. Multiple linear regression analysis was conducted using SPSS version 22 to examine the relationships between variables. Results: The multiple linear regression analysis yielded the equation Y = 9.272 + 0.306X₁ + 0.352X₂ + e, indicating positive relationships. Partial testing revealed that promotion significantly influences student decision-making (t = 3.389 > 2.011, p = 0.001), as does digital marketing (t = 3.353 > 2.011, p = 0.002). Simultaneous testing demonstrated that both variables collectively impact decision-making (F = 12.309 > 3.19, p < 0.001). The coefficient of determination (R²) was 0.316, indicating that 31.6% of variance in student decision-making is explained by promotion and digital marketing. Conclusions: Both promotion and digital marketing significantly influence students' decisions in choosing tutoring services. Digital marketing demonstrates a slightly stronger effect (β = 0.397) compared to promotion (β = 0.402). Educational institutions should prioritize integrated marketing strategies combining traditional promotional methods with digital platforms to enhance student recruitment and enrollment.
Co-Authors Abdullah Abdullah Ade Kemala Jaya, Ade Kemala Al Kausar, Al Kausar Andi Makkulawu Panyiwi Kessi Andriany R.A, Ria Anhar Anhar Anshar, Muh. Ashary Ar, Dhita Pratiwi Arif, Nurul Hidayatul Aslim, Sandi Asrul Asrul Avdioloca, Exta Baibul Tujni Butar Butar, Dwi Fany Fransiska Dewi Dahlia Dahlia Engga, Engga Salsabilah Febriani, Sania Gustini, Emilia Hamdat, Aminuddin Hardy Hardy Hendriadi, Hendriadi Irwana, Sri Jayawarsa, A.A. Ketut Julianti, Eliza K, Sriwanda Leon Andretti Abdillah Marsela, Ibrahim Maryam Nurdin, Maryam Mashur Razak Maslim Maslim, Maslim Mebri, Tresia Erselina Heni Mudhakir, Diki Ahmad NASUTION, HAFNI CHOLIDA Natsir Muhammad Nawir, Fadliyani Nurul Huda Palinggi, Prudence Patricia Hieroploise Palinggi, Prudenxe Patricia Hieroploise Prayogi, Didik R.A, Ria Andriany Rahmawaty, Ika Ramadandi, Frendi Ramadani, Putra Narendra Ramadano, M. Al Mahal Rosanti, Novita Rosmawati Rosmawati Salam, Karta Negara Tata Sutabri Toaha, Muhammad Umi Kalsum Wadiandini, Dani Wijaya, Alek