The Effect of Social Media Promotion and Word of Mouth on Increasing Student Enrollment at SMKS Krisanti Jakarta

Yanti Nirmala

doi:10.55927/mudima.v6i4.41

Authors

Yanti Nirmala Universitas Asa Indonesia Jakarta

DOI:

https://doi.org/10.55927/mudima.v6i4.41

Keywords:

Social Media Promotion, Word of Mouth, Student Enrollment, Educational Marketing, SEM-PLS

Abstract

This study aims to analyze the effect of social media promotion and Word of Mouth (WOM) on increasing student enrollment at SMKS Krisanti Jakarta. In the era of digital transformation, educational institutions are required to adopt effective and adaptive marketing strategies to remain competitive, particularly through digital platforms and interpersonal communication. This research employs a quantitative approach with an explanatory research design using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The sample consists of 120 respondents selected through purposive sampling, including students, alumni, prospective students, and parents. The results indicate that social media promotion has a positive and significant effect on student enrollment (β = 0.45; p < 0.05), while Word of Mouth demonstrates a stronger and more dominant influence (β = 0.52; p < 0.05). Simultaneously, both variables significantly affect student enrollment, with an R² value of 0.68, indicating that 68% of the variance in student enrollment can be explained by the model. These findings suggest that although social media plays a crucial role in building awareness, WOM remains the most influential factor in decision-making due to its higher credibility and trustworthiness. This study contributes to the educational marketing literature, particularly in the context of vocational education, by integrating digital and interpersonal promotion strategies using SEM-PLS. Practically, the results provide strategic insights for educational institutions to optimize integrated marketing communication in increasing student enrollment

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