The Effectiveness of Digital Marketing in The Promotional Program at Higher Education

Abstract

The number of higher education institutions in Indonesia continues to grow year after year. Fundamental changes in consumer behavior in this era of digital disruption—driven by the advent of information technology, computers, and the internet—have contributed to a shift in marketing strategies, as the market transitions from a conventional model to a technology-based one. Therefore, this study aims to determine the effectiveness of digital marketing in the promotional program of Djuanda University, Bogor. This study employs a quantitative approach using survey analysis and the Multi-Attribute Utility Theory (MAUT) method. The results of the study, which applied the MAUT method to the case study on the effectiveness of digital marketing in the promotional programs of Djuanda University in Bogor, yielded a more objective ranking, with “Interest” (0.696) receiving the highest score, followed by “Action” (0.662), “Attention” (0.661), “Share” (0.626), and “Search” (0.616) as the lowest. Thus, since the “Interest” indicator ranked first among the five other indicators, it can be concluded that students have a high level of interest in Djuanda University of Bogor’s digital marketing efforts.