@article{kusumawati2019impact,
  title = {Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia},
  author = {Andriani KUSUMAWATI},
  year = 2019,
  url = {https://ibimapublishing.com/articles/JELHE/2019/267057/},
  journal = {Journal of e-Learning and Higher Education},
  volume = 2019,
  pages = 11,
  doi = 10.5171/2019.267057,
  abstract = {The number of higher education institution in Indonesia both public and private increased in the last decade. With this kind of competition, it is more important than ever that universities find new ways to stand out and effectively market themselves to prospective students. The importance of the digital media as commercial platform is generally recognized by now and universities increasingly adopt online marketing channels compared to traditional ones. A vital issue of this research paper is to discover the process by which students use digital media and more specifically what the media’s role is in the decision making process of choosing a university. This knowledge on the use of digital marketing in Higher Education Institutions (HEIs) especially as part of university marketing strategies is very crucial in order to compete for qualified students. The aim of this paper is to explore the impact of higher education institutions digital marketing on student decision making process. A qualitative research approach was employed in this study through semi-structured interviews, observation and documentation as data collection methods. This research involves a large public university in Indonesia which is actively engaged in managing institutional digital marketing media particularly at the university department of marketing and public relations. Creswell's analysis model was conducted and carried out inductively and interpreted with sentences that are logical and easily understood. Findings show that university marketing management engages with digital media since it has now become a trend in all the businesses around the globe including HEIs. Mostly, students engage social media to seek information about university before choosing the right one. The collaborative and engaging nature of social media provides an opportunity to balance the educational control since communication platform is built on opinions and experiences of students and other stakeholders.},
  keywords = {Digital Marketing, Decision-making process, Student, Higher Education Institutions (HEIs), Indonesia.},
  note = Article ID: 267057
}