The Role of Digital Media Communication in Shaping Prospective Students’ Perceptions and Preferences for Bali State Polytechnic
- DOI
- 10.2991/978-94-6463-622-2_82How to use a DOI?
- Keywords
- Digital Media; Intention to Choose; Prospective Students
- Abstract
The purpose of this study is to investigate the impact of digital media on the decision of prospective students about Politeknik Negeri Bali (PNB). As digital platforms become the primary mode of communication, understanding their role in shaping educational decisions is critical. The research uses a quantitative approach to examine how PNB uses digital media channels to engage with prospective students and influence their perceptions and preferences. The aim is to determine prospective students’ perceptions of the digital marketing communication channels used by PNB and to test the influence of perceived usefulness/PEU and perceived ease of use/PEO on prospective students’ intentions to choose PNB. Data collection involved distributing surveys to incoming PNB students, focusing on those admitted through the 2024 Achievement-Based National Selection (SNBP) route, from a total applicant pool of 1,023. A sample size of 95 was established using purposive sampling. Research findings show that the digital marketing communication channels used by PNB significantly influence prospective students’ intentions to choose PNB. These results explain the important role of digital marketing communication media in shaping prospective students’ views and tendencies toward PNB.
- Copyright
- © 2024 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Jeni Susanti AU - Ni Ketut Sukasih AU - I Putu Mertha Astawa PY - 2024 DA - 2024/12/31 TI - The Role of Digital Media Communication in Shaping Prospective Students’ Perceptions and Preferences for Bali State Polytechnic BT - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024) PB - Atlantis Press SP - 745 EP - 755 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-622-2_82 DO - 10.2991/978-94-6463-622-2_82 ID - Susanti2024 ER -