IDEAS home Printed from https://ideas.repec.org/a/eof/igimer/v1y2025i04id80.html

Examining the Impact of Promotional Strategies and Digital Marketing on Student Enrollment Decisions in Tutoring Centers: A Case Study of Medan

Author

Listed:
  • Megawaty

    (STIE International Business Management Indonesia, Indonesia.)

  • Dwi Fany Fransiska Dewi Butar Butar

    (STIE International Business Management Indonesia, Indonesia.)

  • Hafni Cholida Nasution

    (STIE International Business Management Indonesia, Indonesia.)

Abstract

Purpose of the study: This research investigates the influence of promotional strategies and digital marketing on students' decision-making processes when selecting tutoring services at Course Centre Medan, Indonesia. The study addresses the declining student enrollment attributed to ineffective promotional activities and limited digital marketing utilization. Materials and Methods: A quantitative research design was employed with 50 students as respondents using saturated sampling technique. Data were collected through structured questionnaires measuring promotion (8 items), digital marketing (10 items), and decision-making (8 items) using a 5-point Likert scale. Multiple linear regression analysis was conducted using SPSS version 22 to examine the relationships between variables. Results: The multiple linear regression analysis yielded the equation Y = 9.272 + 0.306X₁ + 0.352X₂ + e, indicating positive relationships. Partial testing revealed that promotion significantly influences student decision-making (t = 3.389 > 2.011, p = 0.001), as does digital marketing (t = 3.353 > 2.011, p = 0.002). Simultaneous testing demonstrated that both variables collectively impact decision-making (F = 12.309 > 3.19, p

Suggested Citation

  • Megawaty & Dwi Fany Fransiska Dewi Butar Butar & Hafni Cholida Nasution, 2025. "Examining the Impact of Promotional Strategies and Digital Marketing on Student Enrollment Decisions in Tutoring Centers: A Case Study of Medan," Global Insights in Management and Economic Research, INSPIRETECH GLOBAL INSIGHT, vol. 1(04), pages 198-204, October.
    • Handle: RePEc:eof:igimer:v:1:y:2025:i:04:id:80
    DOI: 10.53905/Gimer.v1i04.31
    as

    Download full text from publisher

    File URL: https://journal.igiinsight.com/index.php/gimer/article/view/80
    File Function: Abstract page
    Download Restriction: no
    File URL: https://journal.igiinsight.com/index.php/gimer/article/download/80/70
    File Function: Full text
    Download Restriction: no
    File URL: https://libkey.io/10.53905/Gimer.v1i04.31?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eof:igimer:v:1:y:2025:i:04:id:80. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Relitha Hayatun Nugraha, S.Sos (email available below). General contact details of provider: https://journal.igiinsight.com/index.php/gimer .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.