THE INTERPLAY OF DIGITAL TRANSFORMATION, VALUE-BASED MARKETING, AND INSTITUTIONAL IMAGE IN SHAPING STUDENTS' HIGHER EDUCATION INTENTIONS

Abstract

This study investigates the influence of digital transformation, value-based marketing, and institutional image on students' intentions to pursue higher education at state senior high schools in Banten Province, Indonesia. As educational institutions face rapid technological disruption and increasingly competitive enrollment landscapes, integrating digital infrastructure with ethically grounded marketing strategies has become critical. Employing a quantitative research design, this study surveyed 440 students selected through proportional random sampling from 22 state senior high schools across Banten. Data were collected using a validated Likert-scale questionnaire and analyzed using multiple linear regression to test the hypothesized relationships. The findings reveal that digital transformation, value-based marketing, and institutional image collectively exert a significant positive effect on students' interest in pursuing higher education. To some extent, each variable also demonstrated significant influence. Notably, institutional image emerged as the most dominant predictor of students' higher education intentions (β = 0.42, p < 0.05), underscoring the paramount importance of reputation and public perception. The study concludes that a synergistic approach combining digital readiness, transparent and value-based marketing, and a strong institutional reputation is essential to enhancing student motivation. It is recommended that educational stakeholders prioritize holistic digital infrastructure development and authentic, value-based communication strategies to maintain competitiveness and foster students' academic aspirations.

Keywords: Digital transformation; institutional image; higher education intention; State Senior High Schools; educational marketing