Beyond The Click: How Digital Marketing, E-WOM, and Brand Image Shape Students’ Perception of Digital Business Program

Abstract

Competition in attracting prospective students to enter college, encourages private universities to provide a variety of information on the advantages and study programs offered through the delivery of digital information. The purpose of this study is to provide an in-depth understanding of the dynamics of Digital Marketing, E-WOM, Brand Image and their interactive effects on student interest in choosing the Digital Business study program at Darmajaya Institute of Informatics and Business (IIB). Questionnaire data collection with a sample of 119 Bandar Lampung high school students was processed using SEM-PLS with Smart-PLS software. The results showed that Digital Marketing and E-WOM had an effect on the Interest in Choosing the IIB Darmajaya Digital Business Study Program, while Brand Image had no effect on the Interest in Choosing the IIB Darmajaya Digital Business Study Program. Digital Marketing allows direct interaction between universities and prospective students through platforms. E-WOM through social media as a place for students to find information. While Brand Image, is improved through the attractiveness of the study program.