Strategi Promosi Digital Terintegrasi dalam Mendorong Enrollment Intention Pendidikan Pascasarjana Melalui Perspektif Atribusi Calon Mahasiswa
DOI:
https://doi.org/10.58192/profit.v5i3.5024Keywords:
Attitude Toward Advertising, Attribution Theory, Enrollment Intention, Higher Education Marketing, Multi-Channel Digital MarketingAbstract
This study examines the influence of prospective students' attribution and multi-channel digital marketing on postgraduate program enrollment intention, with advertising attitude as a mediating variable. The background of this research stems from the increasingly widespread use of digital media by higher education institutions to reach and attract prospective students in an era of intensifying competition. A quantitative explanatory approach was employed, with data collected through questionnaires distributed to 223 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The findings indicate prospective students' attribution and multi-channel digital marketing strategies positively shape advertising attitude, which subsequently encourages the formation of enrollment intention. This study further confirms the mediating role of advertising attitude in bridging the relationship between prospective students' attribution and multi-channel digital marketing with enrollment intention in postgraduate programs. These findings carry practical implications for postgraduate program administrators in designing more integrated digital promotion strategies that align with the characteristics and information needs of prospective students, while also enriching the growing body of literature on digital-based higher education marketing.
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