Building Motivation for Self-Directed Learning Strategy in Vocational Higher Education

This study aims to investigate how the motivation of students to learn in participating in learning about the subject of marketing and service excellent using the concept of self-directed learning in vocational higher education at Politeknik Negeri Jakarta. This research aims to measure and analyse how marketing and service excellence are taught and applied in vocational higher education as a learning model that fosters student confidence, independence, discipline, and problem-solving abilities. This study used mixed method such as quantitative used for determining the sample, and descriptive qualitative analysis method used for describing the results of the analysis. The data collection techniques using questionnaire to the students and study literature of marketing and service excellent. The research outcomes demonstrate that implementing self-directed learning approaches in marketing and service excellence education cultivates student confidence and independence, promotes responsibility, improves learning focus, develops collaborative problem-solving capabilities, and enhances their ability to generate solutions through project-based methodologies.