Examining the Impact of Promotional Strategies and Digital Marketing on Student Enrollment Decisions in Tutoring Centers: A Case Study of Medan
DOI:
https://doi.org/10.53905/Gimer.v1i04.31Keywords:
promotion strategy, digital marketing, consumer decision-making, tutoring services, educational marketing, student enrollmentAbstract
Purpose of the study: This research investigates the influence of promotional strategies and digital marketing on students' decision-making processes when selecting tutoring services at Course Centre Medan, Indonesia. The study addresses the declining student enrollment attributed to ineffective promotional activities and limited digital marketing utilization.
Materials and Methods: A quantitative research design was employed with 50 students as respondents using saturated sampling technique. Data were collected through structured questionnaires measuring promotion (8 items), digital marketing (10 items), and decision-making (8 items) using a 5-point Likert scale. Multiple linear regression analysis was conducted using SPSS version 22 to examine the relationships between variables.
Results: The multiple linear regression analysis yielded the equation Y = 9.272 + 0.306X₁ + 0.352X₂ + e, indicating positive relationships. Partial testing revealed that promotion significantly influences student decision-making (t = 3.389 > 2.011, p = 0.001), as does digital marketing (t = 3.353 > 2.011, p = 0.002). Simultaneous testing demonstrated that both variables collectively impact decision-making (F = 12.309 > 3.19, p < 0.001). The coefficient of determination (R²) was 0.316, indicating that 31.6% of variance in student decision-making is explained by promotion and digital marketing.
Conclusions: Both promotion and digital marketing significantly influence students' decisions in choosing tutoring services. Digital marketing demonstrates a slightly stronger effect (β = 0.397) compared to promotion (β = 0.402). Educational institutions should prioritize integrated marketing strategies combining traditional promotional methods with digital platforms to enhance student recruitment and enrollment.
References
Afrianto, R. (2021). The impact of digital marketing and word of mouth on purchase intentions in the education sector. Journal of Educational Marketing, 15(3), 234-251. https://doi.org/10.1177/1356336X21105634
Aprianto, R. (2016). The influence of promotion and service on customer satisfaction at BNJ Electronics Store Lubuklinggau City. Bulletin of Business and Management, 2(1), 45-58.
Aryani, M. (2021). Analysis of digital marketing at Kila Hotel in West Lombok Regency on customer satisfaction. Visionary Journal, 4(1), 112-128. https://doi.org/10.33394/vis.v4i1.3421
Budianto, M. (2015). Marketing management (K. N. Nugrahini, Ed.). Ombak.
Fill, C., & Turnbull, S. L. (2019). Marketing communications: Discovery, creation and conversations (8th ed.). Pearson Education.
Firmanda, A. F., & Lukiastuti, F. (2022). Analysis of the mediating role of customer satisfaction in the relationship between digital marketing and brand loyalty at Bank Jateng Wonosobo Branch. Among Makarti, 14(2), 29-49. https://doi.org/10.52353/ama.v14i2.231
Handoko, N. T., & Melinda, T. (2021). Effect of electronic word of mouth on purchase intention through brand image as media in Tokopedia. International Journal of Business and Accounting Research (IJEBAR), 5(4), 83-95.
Kotler, P., & Armstrong, G. (2017). Principles of marketing (17th ed.). Pearson Education.
Lucyantoro, B. I., & Rachmansyah, M. R. (2017). Implementation of digital marketing strategy and queuing theory on customer satisfaction level (Case study at MyBCA Ciputra World Surabaya). Ekonomika'45, 5(1), 86-99.
Ministry of Education and Culture. (2003). Law No. 20 of 2003 on National Education System. Government of Indonesia.
Nugraha, R. (2022). The influence of location, promotion, and price on the decision-making process of choosing tutoring (Survey on students at PPLS BKB Nurul Fikri Buah Batu) [Undergraduate thesis, Pasundan University]. Pasundan University Repository.
Nyoman, I. D. (2022). The influence of digital marketing and lifestyle on mobile learning user decisions (Ruang Guru) in Industry 4.0 [Undergraduate thesis, National Education University]. National Education University Repository.
Prayogo, R. (2019). The influence of location, promotion, and physical evidence on purchase decisions at DSSC Salman Bandung tutoring institution in Tanjungpinang [Undergraduate thesis, STIE Pembangunan Tanjungpinang]. STIE Pembangunan Repository.
Sopiyah, S. (2022). Digital marketing strategies in improving business competitiveness in the era of Society 5.0. Journal of Economics and Business, 11(2), 156-171. https://doi.org/10.33087/ekonomis.v11i2.567
Sugiyono. (2017). Quantitative, qualitative, and R&D research methods. Alfabeta.
Suyono, T. D. (2023). The influence of digital marketing and promotion on students' decisions in choosing non-formal educational institutions in Medan City (Case study at Eye Level Medan Gaperta tutoring institution) [Undergraduate thesis, University of Medan Area]. University of Medan Area Repository.
Tjiptono, F. (2017). Service marketing: Principles, applications, and research. Andi Offset.
Wijayani, E. (2015). The influence of promotional mix on decisions to choose tutoring (Case study at Sony Sugema College tutoring institution, Mojoagung District, Jombang Regency) [Undergraduate thesis, STIE Dewantara]. STIE Dewantara Repository.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill Education.
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2025 Megawaty, Dwi Fany Fransiska Dewi Butar Butar, Hafni Cholida Nasution (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
