<![CDATA[Digital transformation has significantly reshaped the higher education landscape, particularly in how prospective students seek information and make decisions. Generation Z, raised in the digital era, demonstrates distinct evaluation patterns by emphasizing digital experience, perceived educational value, and career prospects. This condition urges universities to develop management strategies that integrate institutional strategic capabilities with digital transformation to attract new students. This study aims to develop and evaluate a strategic management model to predict Generation Z’s educational choices. A quantitative exploratory approach was employed, involving 300 high school and vocational students at the stage of making higher education decisions. The variables examined include strategic management capability, digital transformation, perceived value, career orientation, and educational decisions, measured using a five-point Likert scale questionnaire. Data were analyzed using SEM-PLS. The results indicate that digital transformation and strategic management capability significantly influence perceived value, which in turn affects educational decisions. Career orientation emerges as the most dominant factor. This study contributes theoretically by proposing an integrated predictive model and offers practical implications for developing digital and career-oriented educational strategies.]]>
Copyrights © 2026
