SHAPING STUDENT PATHWAYS: HOW DIGITAL MARKETING INFLUENCES SCHOOL CHOICE AT SMKS KENCANA BANDUNG

Abstract

The advancement of information and communication technology has transformed the educational landscape, including the marketing strategies employed by vocational schools. Between 2023 and 2025, SMKS Kencana Bandung experienced a reduction in applicants from 180 to 120, underscoring the importance of innovating promotional and communication strategies. This study aims to analyze the influence of digital marketing on students' decisions in choosing SMKS Kencana Bandung. This study uses a quantitative approach with a verificative design. The research population consists of all 120 tenth-grade students in the 2025/2026 academic year, and because all members of the population are included, this study uses a census sampling technique. The digital marketing variable was measured using five dimensions: attraction, engagement, retention, learning, and communication. The student decision variable was assessed through three dimensions: need recognition, information search, and alternative evaluation. The research instrument is a structured questionnaire with a 1-5 Likert scale consisting of 32 statement items. Data analysis was conducted using simple linear regression with the help of SPSS version 25.0. Results reveal that digital marketing exerts a positive and significant influence on students’ choices of SMKS Kencana Bandung, demonstrating a strong linear association. These findings confirm that improving the quality and consistency of digital marketing implementation directly increases the probability of prospective students choosing the school. This study suggests that SMKS Kencana Bandung’s management should focus on developing an integrated digital platform, producing informative and engaging content, and enhancing social media responsiveness to counter the declining number of applicants.