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All Journal Greenation International Journal of Economics and Accounting
Martinicha Pareda Tondonaung
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Economics, Econometrics & Finance

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The Utilization of Digital Promotion as an Effort to Improve the Quality of Services and Training at the Center for Vocational and Productivity Training-Bandung Martinicha Pareda Tondonaung; Prihartono Aksan Halim
Greenation International Journal of Economics and Accounting Vol. 3 No. 4 (2025): Greenation International Journal of Economics and Accounting (December 2025 - F
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v3i4.700

Abstract

This study aims to analyze the utilization of digital promotion as a strategic effort to improve service quality and training quality at the Vocational and Productivity Training Center (BBPVP) Bandung. This research employed a quantitative descriptive analytical approach involving 28 respondents, consisting of prospective trainees, active participants, and alumni. Data were collected through observation and a Likert-scale questionnaire, and analyzed using validity and reliability testing, Spearman correlation, and multiple linear regression analysis. The results indicate that digital promotion is categorized as highly effective (mean = 4.50), as well as service quality (mean = 4.36) and training quality (mean = 4.46). The correlation analysis revealed a very strong and significant relationship between digital promotion and service quality (r = 0.987), and training quality (r = 0.897). The multiple linear regression model shows that service quality and training quality significantly influence digital promotion, with a contribution value of R² = 0.986, where service quality is the most dominant variable. These findings confirm that digital promotion not only functions as a medium for information dissemination, but also represents service excellence and training value, thereby playing an essential role in strengthening positive perceptions and enhancing institutional competitiveness.
Co-Authors Prihartono Aksan Halim