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All Journal Jurnal Riset Manajemen Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Raga Aquino
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Kepuasan Konsumen di PT. Royal Bestindo Shakti Raga Aquino; Eka Febrianata; Heri Sapari Kahpi
JURNAL RISET MANAJEMEN (JURMA) Vol 2 No 4 (2024): December : Jurnal Riset Manajemen
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v2i4.2997

Abstract

This study aims to explore the influence of product quality and brand image on consumer satisfaction levels. The explanatory research approach, with data obtained by distributing questionnaires. The sampling technique uses the Slovin formula, a sample of 94 respondents. The method is carried out quantitatively. Based on descriptive analysis, information is obtained regarding product quality and brand image in relation to consumer satisfaction. Partial tests show that product quality and brand image have a positive and significant influence on consumer satisfaction. In addition, the results of the simultaneous test inform that there is a positive and significant influence of both variables on consumer satisfaction.
Strategi Digital Marketing terhadap Student Enrollment: Peran Mediasi Citra Institusi pada Perguruan Tinggi Swasta di Kota Serang Raga Aquino; Aldy Wirawan; Heri Sapari Kahpi
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 5 (2026): September: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i5.2686

Abstract

Digital transformation has significantly changed the way prospective students seek information and evaluate alternative higher education institutions. This requires private universities to develop more effective digital marketing strategies to enhance their competitiveness. Despite the growing application of digital marketing in higher education, research explaining the mechanisms by which digital marketing strategies influence student enrollment decisions, particularly through the mediating role of institutional image, remains relatively limited. This study aims to analyze the direct and indirect effects of digital marketing strategies on student enrollment through institutional image at private universities in Serang City, Indonesia. The study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to new students selected using purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that digital marketing strategies positively influence institutional image and student enrollment. Institutional image also positively influences student enrollment and acts as a partial mediator in the relationship between digital marketing strategies and student enrollment. These findings demonstrate that effective digital marketing strategies can not only directly improve prospective students' enrollment decisions but also through the creation of a positive institutional image. This research contributes to the development of higher education marketing literature by explaining the role of institutional image as a mechanism linking digital marketing strategies to increased student enrollment. Practically, the research findings provide recommendations for higher education administrators to integrate digital marketing strategies with strengthening institutional image, improving academic quality, and managing reputation to sustainably increase competitiveness and the number of new students.
Co-Authors Aldy Wirawan Eka Febrianata Heri Sapari Kahpi