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Promotion Strategy Based on the Effectiveness of Social Media, Outdoor Media, and Event Marketing on Students’ Decisions in Choosing a Private Higher Education Institution

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  • Setiawan, Budi

Abstract

The higher education sector is becoming increasingly competitive, requiring universities to implement effective promotion strategies to attract prospective students. This study analyzes the effectiveness of promotion strategies implemented by the studied private higher education institution through social media marketing, outdoor advertising, and event marketing, and identifies the main factors influencing students’ decisions to enroll. A quantitative descriptive approach was used with survey data collected from 207 respondents representing more than 93 schools. The results show that Instagram and TikTok are the most frequently used platforms among students, with usage rates of 87 percent and 82 percent. However, the conversion rate of social media video advertisements is relatively low, ranging from 21 percent to 29 percent. Outdoor advertising through billboards on Surya Kencana Street shows higher effectiveness with a conversion rate of 76 percent. Event marketing activities such as school presentations demonstrate moderate effectiveness, while programs such as institutional academic competition program, open stands, and the “institution Mengajar” show lower awareness levels. The main factors influencing students’ decisions include campus location, study program relevance, employment prospects, accreditation, and tuition fees. The study highlights the need for integrated promotional strategies combining digital engagement, offline visibility, and experiential marketing to improve recruitment effectiveness in private higher education institutions.

Suggested Citation

  • Setiawan, Budi, 2026. "Promotion Strategy Based on the Effectiveness of Social Media, Outdoor Media, and Event Marketing on Students’ Decisions in Choosing a Private Higher Education Institution," SocArXiv 2hac4_v1, Center for Open Science.
    • Handle: RePEc:osf:socarx:2hac4_v1
    DOI: 10.31235/osf.io/2hac4_v1
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    1. Y. Dwivedi & E. Ismagilova & L. Hughes & J. Carlson & R. Filieri & J. Jacobson & V. Jain & H. Karjaluoto & H. Kefi & A. S. Krishen & V. Kumar & M. Rahman & R. Raman & P. Rauschnabel & J. Rowley & J. S, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," Post-Print hal-04713688, HAL.
    2. Surej P John & Richard Walford & Joseph Purayidathil, 2022. "Factors Affecting the Adoption of Social Media in Marketing of Higher Education: An Empirical Analysis," FIIB Business Review, , vol. 11(4), pages 422-437, December.
    3. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
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