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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Media Akademik (JMA)
Gilang Habib Azky Pratama H.P
Unknown Affiliation
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Diskon, Digital Marketing dan Kualitas Layanan terhadap Keputusan Mendaftar Sebagai Mahasiswa Baru di STIE Surakarta Putri Dini Octavia Ardiansyah; Gilang Habib Azky Pratama H.P
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 3 No. 6 (2025): November : Lokawati : 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.v3i6.2371

Abstract

This study investigates the influence of discount programs, digital marketing strategies, and service quality on prospective students’ decisions to enroll at STIE Surakarta. The increasingly competitive landscape of private higher education in Indonesia requires institutions to formulate effective marketing strategies that can address the expectations and behavioral tendencies of Generation Z. A quantitative approach was employed using survey data from 36 new students selected through purposive sampling based on their participation in discount-based admission programs. The research instruments were validated through correlation tests and demonstrated reliable internal consistency. Data were analyzed using multiple linear regression to identify both partial and simultaneous effects among the variables. The findings reveal that discount offers are the only variable that significantly affects enrollment decisions, indicating that financial incentives remain a dominant consideration for prospective students evaluating private tertiary education options. Meanwhile, digital marketing and service quality, although yielding positive regression coefficients, do not show significant partial effects. However, the three variables collectively have a significant simultaneous effect, suggesting that enrollment decisions are shaped by a combination of economic, promotional, and perceptual factors. The model explains 45.7% of the variance in enrollment decisions. These results highlight the need for higher education institutions to balance financial incentives with consistent digital marketing execution and improved service delivery. The study contributes to the expanding literature on student decision-making behavior and offers practical insights for strengthening competitive marketing strategies in private higher education.
PENGARUH INTERAKSI, METODE PEMBAYARAN, DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN PADA JASA DIGITAL DI ROLEPLAYER FACEBOOK Aufiya Luthfiyana; Gilang Habib Azky Pratama H.P
Jurnal Media Akademik (JMA) Vol. 3 No. 11 (2025): JURNAL MEDIA AKADEMIK Edisi November
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/xz0t1m02

Abstract

Perkembangan teknologi yang berkembang pesat menjadikan Facebook tidak hanya berfungsi untuk melakukan interaksi sosial namun juga berfungsi sebagai media pemasaran digital. Penelitian ini bertujuan untuk menganalisis seberapa besar keputusan pembelian jasa digital di komunitas roleplayer facebook dengan memperhatikan variabel interaksi, metode pembayaran, dan testimoni. Populasi dalam penelitian ini adalah pengguna aktif roleplayer facebook di Indonesia yang pernah melakukan pembelian jasa digital di roleplayer facebook dalam 12 bulan terakhir serta sudah berusia minimal 17 tahun. Metode dalam penelitian ini menggunakan penyebaran kuesioner online dengan jumlah sampel sebanyak 90 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel menggunakan purposive sampling. Metode pengolahan data menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa secara simultan variabel interaksi, metode pembayaran, dan testimoni tersebut berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, variabel testimoni memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan variabel interaksi dan metode pembayaran berpengaruh positif namun tidak signifikan.
Co-Authors Aufiya Luthfiyana Putri Dini Octavia Ardiansyah