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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Inkubis: Jurnal Ekonomi dan Bisnis
Isana Sri Christina Meranga
Universitas Pelita Harapan
Economics, Econometrics & Finance Social Sciences

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Leveraging AI for Individualized Outreach in Enrollment Marketing: A Study on Boosting University Application Intentions Isana Sri Christina Meranga
Inkubis : Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2026): INKUBIS Jurnal Ekonomi Dan Bisnis
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/inkubis.v8i1.170

Abstract

Background: With the rise of Artificial Intelligence (AI) in higher education marketing, universities can reach prospective students in a more personalized manner. Nevertheless, only a few studies in the prevailing literature examine the dependence of students' enrollment decisions on trust and privacy perceptions regarding an institution's admission ability due to its AI-driven marketing, especially in an Indonesian setting. Objective: This study investigates the impact of AI marketing strategies on university application intentions of prospective students. Through the Stimulus-Organism-Response framework, it examines how AI content recommendation and interaction quality affect perceived trust and privacy risks, and subsequently, enrollment behavior. Method: This quantitative research employed purposive sampling, collecting data from 350 prospective students. The conceptual model was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Privacy calculus was included as a moderator to examine trade-offs between personalization advantages and data privacy risks. Results: All seven hypotheses received support, as both AI content recommendations and interaction quality have direct and indirect influences on university application intentions. Perceived trust had a strong mediation effect on content quality, while privacy risk had a strong mediation effect on AI interaction. Privacy calculus moderated the effect of privacy risk on application intention, indicating that high AI service utility can alleviate data-related concerns. Conclusion:This study extends higher education marketing literature by presenting a holistic perspective on the Privacy-Personalization Paradox. It identifies institutional trust and privacy calculus as critical psychological determinants of digital recruitment systems, and offers strategies for universities leveraging AI-based engagement tools.
DARI IDE MENJADI AKSI: MODEL PENGABDIAN KEPADA MASYARAKAT UNTUK PENGUATAN KREATIVITAS, INOVASI, DAN LITERASI AI BERPUSAT PADA MANUSIA DALAM MENUMBUHKAN MINAT KEWIRAUSAHAAN BERKELANJUTAN SISWA SMA Selvi Esther Suwu; Ika Suhartanti Darmo; Yohana F. Cahya Palupi Meilani; Isana Sri Christina Meranga; Zoel Hutabarat
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This community service (PkM, Pengabdian Kepada Masyarakat) article reports a youth entrepreneurship empowerment intervention for 16–18-year-old students at SMA Citra Kasih Jakarta (n=24). The program responds to two concurrent realities: (1) Indonesia’s creative economy is increasingly important for job creation, and (2) students’ growing reliance on generative AI risks weakening independent thinking and problem sensitivity. Four theoretical pillars guide the intervention: youth empowerment and entrepreneurial mindset; experiential learning and design thinking; (creative) self-efficacy as a driver of action; and UNESCO’s human-centered AI literacy. The intervention combined a 45-minute interactive session, guided discussion, a micro-challenge translating real problems into value propositions, and rapid prototyping using pipe-cleaners to practice iteration and feasibility. Evaluation used a post-activity survey (5-point Likert), facilitator observations, and a structured rubric assessing problem clarity, novelty, usefulness, feasibility, and sustainability sensitivity. Results show strong participant acceptance (means 4.46–4.58; SD 0.51–0.66) and six group prototypes with value statements; indicating early gains in problem-framing and confidence to ideate without letting AI replace human reasoning. The novelty lies in embedding human-centered AI literacy within a compact entrepreneurship learning design and providing a replicable logic model, worksheet template, rubric, and follow-up roadmap aligned with sustainability agendas.
Co-Authors Hutabarat, Zoel Ika Suhartanti Darmo Selvi Esther Suwu, Selvi Esther Yohana F. Cahya Palupi Meilani