Research Article
Influence of Digital Marketing Moderated by Trust in the Institution on Attracting New Students at Private Universities in Indonesia
@INPROCEEDINGS{10.4108/eai.4-9-2024.2353977, author={Saddam Hussein Inonu and Satria Bangsawan and Dorothy Rouly Haratua Pandjaitan}, title={Influence of Digital Marketing Moderated by Trust in the Institution on Attracting New Students at Private Universities in Indonesia}, proceedings={Proceedings of the 7th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2024, 4-5 September 2024, Shah Alam, Selangor, Malaysia}, publisher={EAI}, proceedings_a={ICEBE}, year={2024}, month={12}, keywords={digital marketing higher education student recruitment institutional trust private universities in indonesia}, doi={10.4108/eai.4-9-2024.2353977} }
- Saddam Hussein Inonu
Satria Bangsawan
Dorothy Rouly Haratua Pandjaitan
Year: 2024
Influence of Digital Marketing Moderated by Trust in the Institution on Attracting New Students at Private Universities in Indonesia
ICEBE
EAI
DOI: 10.4108/eai.4-9-2024.2353977
Abstract
This study examines the impact of digital marketing strategies on attracting new students to private universities in Indonesia, with institutional trust serving as a moderating variable. A comprehensive literature review was conducted to synthesize existing research on digital marketing in higher education, student recruitment trends, and the role of trust in institutional choice. The review encompasses peer-reviewed articles, industry reports, and relevant case studies published between 2019 and 2024. Key findings from the literature suggest that digital marketing channels, including social media, content marketing, and search engine optimization, play an increasingly crucial role in student outreach and engagement. However, the effectiveness of these strategies appears to be significantly influenced by the level of trust prospective students and their families place in the institution. The review identifies several gaps in current research, particularly regarding the specific mechanisms through which trust moderates the relationship between digital marketing efforts and student enrollment decisions in the Indonesian private university context. This study aims to address these gaps by proposing a conceptual framework that integrates digital marketing strategies, trust-building mechanisms, and student recruitment outcomes. The findings of this research have important implications for marketing and enrollment management practices in Indonesian private universities.