PENGARUH INTEGRATED MARKETING COMMUNICATION DAN BRAND POSITIONING TERHADAP ENROLLMENT DECISION PROGRAM STUDI DI PERGURUAN TINGGI
Published:
2026-09-12Downloads
Abstract
The rapid development of digital technology and the increasing use of social media have transformed the way higher education institutions communicate with prospective students, creating the need for marketing strategies that can enhance the attractiveness of academic programs in an increasingly competitive environment. This study aims to examine the effects of Integrated Marketing Communication and Brand Positioning on prospective students' Enrollment Decisions regarding academic programs in higher education institutions. The study employed a quantitative approach using an explanatory research design. Data were collected through a questionnaire distributed to 117 prospective students who were considering their choice of academic program and were subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Integrated Marketing Communication has a positive effect on Enrollment Decision (β = 0.386; p < 0.000) and Brand Positioning (β = 0.722; p < 0.000). Furthermore, Brand Positioning was found to mediate the relationship between Integrated Marketing Communication and Enrollment Decision (β = 0.303; p < 0.000). These findings suggest that integrated and consistent marketing communication across various digital channels enhances positive perceptions, strengthens the brand image of academic programs, and increases prospective students' intention to enroll. This study concludes that optimizing digital-based marketing communication strategies and strengthening brand positioning are essential factors in influencing prospective students' decisions to choose academic programs at higher education institutions.
Keywords:
Integrated Marketing Communication Brand Positioning Enrollment Decision University Academic ProgramReferences
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Copyright (c) 2026 Vania Cahya Rosalyn, Nadia Nur Thahirrah, Muhammad Fajar Wahyudi Rahman
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