Role of Promotion Content Hierarchy on the Increase of Students (An Analysis of AISAS on Accounting Students at IBI Kosgoro 1957 Jakarta)-Reference-Cited by-同舟云学术

Role of Promotion Content Hierarchy on the Increase of Students (An Analysis of AISAS on Accounting Students at IBI Kosgoro 1957 Jakarta)

Published:2023-03-31 Issue:1 Volume:9 Page:13-28
ISSN:2518-8488
Container-title:Journal of Accounting and Finance in Emerging Economies
language:
Short-container-title:JAFEE

Author:

Pranawukir Iswahyu^ORCID,Elisabet Maria,Yuliarti

Abstract

Purpose: The number of students who are enrolled at private campuses such as IBI Kosgoro 1957 is one of the indications of success. The purpose is to measure the role of the digital promotion hierarchy at this IBI Kosgoro 1957 campus. The theories are digital marketing communications, hierarchy effects of human behavior and the AISAS model, supported by theory of consumer behavior and promotional content and narrative of marketing communication contents. Design/Methodology/Approach: This study uses a positivistic paradigm, with quantitative data processing by distributing questionnaires to 100 accounting students at IBI-K57. Data are processed using simple linear regression and average analysis for descriptive data processing. Findings: The students have reached the Action level (4.05) in the behavioral hierarchical effect of digital promotional content by the IBI-K57 campus. It appears a weak significant effect between digital promotional content and students' interest in registering at IBI-K57 which is equal to 31.9%. The regression equation is Y = 1.981 + 0.458X (Digital Promotion Content). Implications/Originality/Value: It is clear that creating digital promotional content that is more sensible and relevant to the trend is very important for the campus in order to attract more students of this generation to enroll in this institution

Publisher

CSRC Publishing, Center for Sustainability Research and Consultancy

Reference17 articles.

1. Abdullah, S., Sciences, P., Samad, M. A., Sciences, P., Yahya, I., Sciences, P., Kasnawi, M. T., Abdullah, S., Hasbi, H., & Suparman Abdullah, H. (2021). The Internalization Process of Revelation of the Hidayatullah Organization’s Systematic Values in the Social Construction of Miniature Islamic Civilization. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3).

2. Adlan, H., & Indahingwati, A. (2020). Analisis Model AISAS Terhadap Keputusan Pembelian Dalam Penggunaan SEO (Kajian Empiris Konsumen Di Surabaya). Jurnal Ilmu Dan Riset Manajemen, 9(1), 1–15.

3. Dewanti, P. (2019). Efektivitas Model Aisas Dalam Komunikasi Pemasaran Pada Fitur Promosi Instagram. Journal Information.

4. Doembana, I., Rahmat, A. &, & Farhan, M. (2017). Manajemen Dan Strategi komunikasi Pemasaran.

5. Fakhri, M., Gilang, A., Ratnayu, N., Bisnis, A., Komunikasi, F., Bisnis, D., & Telkom, U. (2017). Analisis Faktor Pembentuk Keputusan Pemilihan Perguruan Tinggi Swasta Universitas Telkom (Studi Pada Mahasiswa Prodi S1 Administrasi Bisnis Fakultas. Bisnis & Entrepreneurship, 11(1), 1–12.