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All Journal Asia-Pacific Management and Business Application Scientific Journal of Reflection : Economic, Accounting, Management and Business Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Bisnis Darmajaya Journal of Economics, Business, and Government Challenges Ilomata International Journal of Management Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia Coopetition : Jurnal Ilmiah Manajemen Asy Syar'iyyah: Jurnal Ilmu Syari'ah dan Perbankan Islam Ilomata International Journal of Management Jurnal WIDYA LAKSMI (Jurnal Pengabdian Kepada Masyarakat) International Journal of Applied Business and International Management Journal of the Community Development in Asia Journal of International Conference Proceedings Jurnal Pengabdian Pada Masyarakat Journal of Studies in Academic, Humanities, Research, and Innovation
Ginta Ginting
Universitas Terbuka
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Strategic Role Of Digital Marketing In Increasing Purchase Intention For Vocational Education Based Teaching Factory Products Prawidya Destarianto; Ginta Ginting
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 2 No. 2 (2025): December 2025
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v2i2.777

Abstract

This study examines the possible influence of digital marketing on consumer purchasing intentions for Teaching Factory JTI Innovation products at Jember State Polytechnic. The study was initiated by a growing need to improve the competitiveness and sustainability of vocational education products through more adaptable and technology-based marketing approaches. For this purpose, a Systematic Literature Review (SLR) was carried out, analyzing 32 high-quality academic articles to identify the most influential determinants of purchase intention in the context of digital marketing. The evaluation focuses on multiple interconnected aspects, including the marketing mix, human resource competency, brand trust and awareness, digital media efficacy, and consumer psychology behavior. Digital media performance, brand reliability, and consistent implementation of an integrated marketing mix emerge as the most important factors influencing consumer willingness to purchase a product. Although it has benefits, the research identifies significant barriers to the efficient application of digital marketing strategies in vocational education institutions, including poor digital literacy, limited brand exposure, and insufficient technological infrastructure. Based on these findings, the study recommends several strategic directions: institutions should maximize the use of digital media platforms, develop research-based brand positioning for their innovative products, and improve digital literacy among lecturers and students to strengthen institutional marketing capacity. In conclusion, the study provides a theoretical contribution by improving the knowledge of digital marketing's role in influencing purchase behavior within the educational innovation ecosystem, in addition to a practical contribution by providing evidence-based recommendations to improve marketing performance, product visibility, and the long-term viability of Teaching Factory initiatives in vocational higher education.
Co-Authors Ami Pujiwati Andi Sylvana Andriyansah . Anisa Zahwa Akbara Anita Melina Febriyanti Anita Melina Febriyanti Devi Ayuni Elisabeth Ria Viana Praningtyas Endar Pituringsih Etty Puji Lestari Evi Yuliatun Ningsih Fauzy Rahman Kosasih Heriyanni Mashithoh Hidayah, Zainur Hubertina Karolina Ngarbingan Hubertina Karolina Ngarbingan Hubertina Karolina Ngarbingan Hubertina Ngarbingan Ike Janita Dewi Imas Maesaroh Irmawaty Irmawaty Joko Rizkie Widokarti Kurniawati . Kusnadi Kusnadi Lina Mufidah Amatillah Maesaroh, Imas Maria Lourdesta Febriana Maria, Maya Meirani Harsasi Miftahul Su’adah Nasoha, Mohamad Nenah Sunarsih Nihan Lanisy Nurlaila Hidayaty Prawidya Destarianto Radeswandri Radeswandri Ramdhan Kurniawan Ratno Purnomo Rini Febrianti Rini Subekti Rusli Hardjadinata Sri Ismulyati Sufyati HS Zulfahmi Zulfahmi