The The Effectiveness of Telkom University's Omnichannel Marketing on Student Decisions (Case Study: Digital Marketing Study Program)
(Case Study: Digital Marketing Study Program)
DOI:
https://doi.org/10.24256/kharaj.v8i3.11195Keywords:
Omnichannel Marketing, Student Decision, Higher Education, Channel Integration, Digital MarketingAbstract
In the last decade, the higher education sector has faced increasingly fierce competition, demanding the adaptation of more integrated marketing strategies. This study seeks to examine the effectiveness of Telkom University’s omnichannel marketing. implementation in influencing students' decisions to choose the Digital Marketing Study Program. The main problem underlying this research is the declining trend in the number of enrollments in the study program from 2022 to 2025. Using a quantitative method with an associative/causal approach, data were collected through a questionnaire from 103 respondents who were active and new students of the Digital Marketing Study Program. The variables tested included Omnichannel Marketing (X) with indicators of channel integration quality, content consistency, seamless customer experience, and personalization, and Purchase Decision (Y) with indicators of problem identification, information seeking, evaluation of available alternatives, and purchase decision-making. Marketing showed a significant positive effect on students’ decision-making process, as reflected by the corresponding significance value. of 0.000 and a t-value of 12.959. The model's explanatory power was reflected by (R²) of 0.624 indicates that Omnichannel Marketing contributes 62.4% to the variation in student decisions, while the other 37.6% of the variance is influenced by factors not included in the proposed research model.This study concludes that consistent and seamless communication channels are crucial factors in building trust and strengthening prospective students' decisions. Recommendations for study programs include increasing responsiveness in real-time communication channels and optimizing interactive content to strengthen prospective students' digital experiences.
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