Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)

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The Role of Digital Media Communication in Shaping Prospective Students’ Perceptions and Preferences for Bali State Polytechnic

Authors
Jeni Susanti1, *, Ni Ketut Sukasih1, I Putu Mertha Astawa1
1Accounting Department, Politeknik Negeri Bali, Badung, Bali, Indonesia
*Corresponding author. Email: susanti@pnb.ac.id
Corresponding Author
Jeni Susanti
Available Online 31 December 2024.
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.

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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-622-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-622-2_82How to use a DOI?
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

risenwbib
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  -