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All Journal Among Makarti EQIEN - JURNAL EKONOMI DAN BISNIS JOURNAL OF APPLIED BUSINESS ADMINISTRATION Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming JOBS (Jurnal Of Business Studies) Dinasti International Journal of Education Management and Social Science Jurnal Abdi Insani TECHNO-SOCIO EKONOMIKA Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Yumary: Jurnal Pengabdian kepada Masyarakat Jurnal Bisnis Mahasiswa Journal of Accounting and Finance Management (JAFM) Neo Journal of economy and social humanities Best Journal of Administration and Management Lead Journal of Economy and Administration Journal of Artificial Intelligence and Digital Business Eastasouth Journal of Positive Community Services Klabat Journal of Management Journal of Innovative and Creativity PEMIMPIN - Pengabdian Masyarakat Ilmu Pendidikan Aksi Kita: Jurnal Pengabdian Kepada Masyarakat
Dwi Rachmawati
Universitas Global Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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Journal : Klabat Journal of Management

 1 
ANALYSIS OF DIGITAL MARKETING STRATEGIES ON INTEREST AND ENROLLMENT DECISIONS OF PROSPECTIVE NEW STUDENTS IN PRIVATE HIGHER EDUCATION INSTITUTIONS IN INDONESIA (A CASE STUDY OF JAKARTA GLOBAL UNIVERSITY) Hadi Wijaya; RM Chairil Andri; Dwi Rachmawati
Klabat Journal of Management Vol 4 No 2 (2023): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v4i2.1007.147-162

Abstract

The research investigates the impact of Google Adwords Advertising and Social Media Marketing on the interest to register (enrollment) and enrollment decisions of potential new students at Global University Jakarta (JGU). In Indonesia, Private Higher Education Institutions (PTS) make up 66.27% of the total higher education institutions, facing intense competition for prospective students, particularly from Generation Z. The COVID-19 pandemic has expedited the transition to digital activities, necessitating continuous adaptation by universities. Generation Z, characterized by 100% internet usage and high smartphone ownership, demands innovative digital marketing strategies. The study employs a quantitative approach, collecting data through questionnaires from 172 first- and second-semester students at JGU. Path analysis is utilized to examine the relationships between Google Adwords Advertising, Social Media Marketing, interest to register, and enrollment decisions. The results indicate that both Google Adwords Advertising and Social Media Marketing significantly and positively influence the interest to register. Furthermore, interest to register significantly affects enrollment decisions. These findings emphasize the significance of effective digital marketing strategies in influencing prospective students' interest and enrollment decisions. Given that digital marketing dynamics evolve alongside changing technologies and platform algorithms, regular analysis and adaptation are recommended. This study aim to provide valuable insights for educational institutions, encouraging the utilization of Google Adwords Advertising and Social Media Marketing to enhance enrollment among prospective students. Keywords: Digital marketing, Google adwords advertising, social media marketing, interest to register, enrollment decisions.
Influence of Dynamic Pricing, UI, and UX on Gojek Usage Decisions among Gen Z in Depok Novitasari, Novitasari; Rachmawati, Dwi; Udriyah, Udriyah
Klabat Journal of Management Vol. 7 No. 1 (2026): Klabat Journal of Management (in progress)
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v7i1.1358.23-81

Abstract

The rapid development of digital technology has increased the use of online transportation applications in Indonesia. From 2021 to 2023, Gojek maintained the highest number of downloads, although a significant decline was recorded, while competitors such as Maxim and inDrive experienced growth. This phenomenon highlights the urgency to analyze factors that influence usage decisions, particularly among Generation Z. This study aims to examine the influence of dynamic pricing, user interface (UI), and user experience (UX) on the decision to use the Gojek application among Generation Z in Depok City. A quantitative survey was conducted involving 100 respondents selected through incidental sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27. The findings indicate that: (1) dynamic pricing significantly influences the decision to use Gojek; (2) user interface does not significantly influence usage decisions; (3) user experience is the strongest predictor with a significant influence; and (4) dynamic pricing, UI, and UX jointly have a significant influence on the decision to use Gojek.
Co-Authors Agnemas Yusoep Islami Agung Pramono, Agung Alfi Maghfuriyah Alfi Maghfuriyah Ali Ridho Ali Ridho Anindya Hapsari Antono, Zakia Maulida Apriyanti Ayu Nurul Haryudiniarti Cyka Oktaviani Desi Hertin, Revita Djoko Setyo Widodo Djoko Setyo Widodo Fahri Faturahman Febria Anjara Feri Nugroho Gelaria Yaumal Akbar Hadi Firmansyah, Hadi Hadi Wijaya Halimatuz Zuhriyah Hazael Hazael Hertin, Revita Desi Intan Rahmah Puspita Intan, Dewi Jessica Adelia Joko Widodo M Nahar Muhammad Fadilah Muhammad Qisthi Yovari Mumtaz, Nabila Asdianti Najwa Sabrina Nora Listiana Novitasari Novitasari Nur Fitri Dewi Nur Indah Eka Andayani Nurfitridewi Oktaviati, Risna Onki Alexander Panca Apriliani Priska Tobing Putra Tangguh Wisnuaji Rahmawati Ulfah Rahmawati Ulfah Ramzaqy Fadlililah Ribut Nawang Sari Risma Ekawati RM Chairil Andri Rohmat Hidayat Salaisah Almani Fatiha Salamah, Ummy Gusti Salma Dwi Rachmawati Sani Salsabil Siti Nur Barokah Suci Ayu Sudari Tegar Firmansyah Udriya Udriya Udriya, Udriya Udriyah Ummy Gusti Salamah Untung Suprihadi Untung Suprihadi, Untung Widodo Putra Manahuang Yerikho Amoz Hazael Yuni Pambreni Yuni Pammbreni Yupiter Yancik Zalena Mohd