THE POWER OF INFLUENCE - EXAMINING KEY FACTORS DRIVING INDONESIAN HIGH SCHOOL STUDENTS' ENROLLMENT INTENTIONS IN PRIVATE UNIVERSITIES

Sep 10, 2026

Uploaded by Fahsai

This study investigates how social media marketing, electronic service quality, word of mouth, emotional value, and energizing value influence enrollment intentions among Indonesian high school students considering private universities. Results highlight that social media marketing and online service quality strengthen emotional value and motivation, which then increase intent to enroll. Recommendations from family, friends, and alumni also significantly shape students’ decisions. The study supports private higher education institutions in improving digital platform stability, strengthening communication, and continuously updating marketing and service features.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages19

Reading Time48 min

AccessFree to download

ABSTRACT

INTRODUCTION

Overview of Higher Education in Indonesia

Competition and Marketing Challenges

Digital Service and Value Factors

Social Media Practices and Emotional Influences

THE POWER OF INFLUENCE: EXAMINING KEY FACTORS DRIVING INDONESIAN HIGH SCHOOL STUDENTS' ENROLLMENT INTENTIONS IN PRIVATE UNIVERSITIES Juniarty 1*), Rendy Pahlevi2) 1) Pelita Harapan University, Tangerang 2) Pelita Harapan University, Tangerang e-mail: [Juniarty.fe@uph.edu](Juniarty.fe@uph.edu) (Corresponding Author) ABSTRACT This study aims to investigate how social media marketing, electronic service quality, word of mouth, emotional value, and energizing value affect the enrollment intentions of high school students in Indonesia who are considering higher education. The findings of this study offer important insights into the ways in which factors like social media marketing, electronic service quality, word of mouth, along with emotional and energizing value, can affect students' intentions to pursue further education at the university level. This study offers significant insights for higher education institutions seeking to enhance marketing methods to attract potential students using social media and elevate the quality of electronic services. Higher education institutions must prioritize the stability and durability of their digital platforms, cultivate good connection with the student body, and consistently update tactics and features to meet the expectations of potential students. This approach is promising for attracting prospective students and increasing their engagement and dedication to the university. The findings demonstrate that social media marketing and the quality of online services positively influence emotional value and motivation, subsequently enhancing the intention to enroll. Additionally, recommendations from family, friends, and alumni play a significant role in influencing students' decisions to enroll. The results indicate that higher education institutions ought to enhance their social media approaches, bolster their digital services, and foster impactful emotional and motivational experiences. Keywords: social media marketing, emotional value, energizing value, enrollment intention, higher education INTRODUCTION Higher education in Indonesia reflects a diverse range of institutions, including universities, institutes, colleges, polytechnics, and academies. Each institution has distinct characteristics and focuses, such as universities offering various academic and vocational fields, while polytechnics emphasize practical skills to prepare graduates for the workforce. Higher education institutions are also categorized based on their management structure: Public Universities (PTN) managed by the government, Private Universities (PTS) managed by legal foundation bodies, and State-Owned Universities (PTK) focused on training future civil servants. This diversity aims to meet the educational and skill needs of society. However, significant challenges remain in improving quality and ensuring equitable access to education, which require serious attention in national education policies (Rahmawati, 2022) . The higher education landscape in Indonesia demonstrates significant diversity, with 4,004 institutions recorded in 2022, marking a 0.73% increase from 3,975 in the previous year. Among these, 3,107 institutions operate under the Ministry of Education, Culture, Research, and Technology (Kemendikbudristek), while 897 institutions are managed by the Ministry of Religious Affairs. Private universities (PTS) dominate with 3,820 institutions, whereas public universities (PTN) account for only 184 units. West Java leads with 557 institutions, followed by East Java with 522, while North Kalimantan has the fewest, with only 12. This data highlights both the diversity and the unequal distribution of higher education, calling for strategic efforts to improve access and quality (Sdya, 2023) . The higher education sector is facing intense competition, particularly between Private Teaching Schools (PTS) and Public Teaching Networks (PTN) (Napitulu, 2023) . Private universities must adopt e

FAQs

Which factors are examined for their impact on students’ enrollment intentions?

The study examines social media marketing, electronic service quality, word of mouth, emotional value, and energizing value and how each contributes to enrollment intentions.

How do social media marketing and online service quality affect enrollment intentions?

They positively influence emotional value and motivation, which subsequently enhance students’ intention to enroll.

What role do recommendations from others play in students’ enrollment decisions?

Recommendations from family, friends, and alumni play a significant role in influencing students’ enrollment decisions.

Sep 10, 2026

Uploaded by Fahsai