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

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

Author

Listed:
  • Jeni Susanti

    (Politeknik Negeri Bali, Accounting Department)

  • Ni Ketut Sukasih

    (Politeknik Negeri Bali, Accounting Department)

  • I Putu Mertha Astawa

    (Politeknik Negeri Bali, Accounting Department)

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.

Suggested Citation

  • Jeni Susanti & Ni Ketut Sukasih & I Putu Mertha Astawa, 2024. "The Role of Digital Media Communication in Shaping Prospective Students’ Perceptions and Preferences for Bali State Polytechnic," Advances in Economics, Business and Management Research, in: Anak Agung Ngurah Gde Sapteka & I Gusti Lanang Made Parwita & I Komang Wiratama & Fransiska Moi & Ko (ed.), Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), pages 745-755, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-622-2_82
    DOI: 10.2991/978-94-6463-622-2_82
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