You have all kinds of data. You don’t know what to do with it. That’s where we come in. We are a Data-Driven Marketing Agency based in Jakarta, Indonesia. We are focused on providing comprehensive end-to-end CRM, Loyalty Management, and Digital Marketing services to our clients. We ... read more about Cogency Indonesia Virtual Assistant in Indonesia provide exclusive service for business and administration support. VAI has been a pioneer in the business in Indonesia since 2011. An excellent professional service to support individuals, start-up, medium business, large companies or enterprises. Virtual Assistant Indonesia service is af ... read more about Virtual Assistant Indonesia "VAI is very helpful and we are so satisfied with their work" Walden is a content marketing firm specializing in simple yet high-quality copy for web pages, blog posts, email marketing campaigns, advertisements, and more. Our content is clean, efficient and most importantly, helps generate leads. Our talented team of worldwide writers specialize in financial technology and blockc ... read more about Walden "Really professional especially in digital marketing, web development and writing service. Help my business grow and success" Sheilla Joveline, Interior Design Specialist at Azula Design International Luminary is an independent Australian digital marketing agency that has been creating award-winning experiences since 1999. With a portfolio that includes some of the most well-known names in the Australian government, retail and corporate sectors, Luminary’s offering includes digital strategy and transformation, ... read more about Luminary With years of experience, has transformed in to a leading digital agency in Indonesia. The company’s services and reputation is unquestionable. Arfadia is Full Service Digital Marketing Agency and Creative Media Company located in Jakarta, Indonesia. We offer 360 Digital Marketing Campaign, SEO, Web ... read more about Arfadia "Met our expectation" Mia Fitri, Director, Communications and Outreach at Millennium Challenge Account Indonesia Penyedia Layanan Jasa Pembuatan Website Profesional, Kebutuhan Digital Marketing & Desain. DigitalSolution For Your Business "Website Creation Services" We create animated explainer videos to help startups and businesses grow in the fierce competition. Our vision is to influence the world through visual motion communication. Our dream is to have Breadnbeyond to be the go-to place for every businesses and individual whenever they need animated explainer videos. We want ... read more about Breadnbeyond Baliprod is a full service Bali photo & video production agency. Based in Petitenget, our fresh and dynamic team of photo/video hobbyists specialises in the fantastic and breathe life into tedious technicality. Videos and photo campaign are essential to promote your activity on social media and other marketing chan ... read more about Bali Prod Among many ways to advertise your products and services, video is one of the best. This is especially true for complex products and services. We believe every TVCs and pay-per-click video must well-represent the brand’s values, messages, and be delivered to the right audiences with the right approach. And we a ... read more about High Angle Hand drawn illustration design that will help to tell your story in an engaging way. Incredible and high quality motion graphics that can make your brand noticeable. We will surely help you to introduce your business / products with a captivating and focused video. Cuatrodia is a Jakarta design-based motion graphics studio. We implement graphic design and motion graphic into our projects and we aim to please both ourselves and our clients. Starting business since 2013, NUBIZ INDONESIA is focus with video Corporate Video Production Services. We believe the corporate video should be handled properly, because it represent the business of the company itself including the value, belief and promise that hold in the company. The message should be delivered easi ... read more about Nubiz Yumboxdesign'â€‹ is a young & dynamic company that specializes in creating stunning creative delivery in all things media. Originally set up by ex-Lambie-Nairn Designer 'Peter Sinclair'â€‹, who is currently 'Creative Director'â€‹, 'Yumboxdesign'â€‹ truly represents a talented collective ... read more about Yumbox Design Surrounded by smart, passionate people and with the best tools and approaches at your disposal, you’ll take giant leaps toward creating a business, becoming a founder and design, build and support websites, application, mobile apps and also digital marketing for clients worldwide. We make your busin ... read more about IDP Solution We will start by giving you our creative brief document. You can explain your idea or business, target audience and styles. We will generate the general idea and start the brainstorming process. Praxis is a company devoted to integration, consulting, nearshoring and software development. With more than 15 years in the market we deliver solutions based on international best practices such as CMMI, PMI, ITIL, ISO. We offer large scale near shoring solutions in America. We are a communications partner with marketing communications and corporate communications as our core service. We utilize an integrated approach in delivering communications strategies using both conventional and modern channels. Impact to our people, clients, partners and society through creativity" has been our mantra for 19+ years. From brands you've heard to brands you will, we help them grow their brand with integrated digital marketing strategy and campaigns, from social media to search engine, from business-driven website to soc ... read more about RED Comm Indonesia Established in November 2010, Asia Media Prisma known as AMP, is a holding company of ten agencies specialize in Advertising, Media Specialist, Brand Activation, Sports Marketing, Sophisticated Strategic Media & Brand, Competitor Analysis, Media Planning & Buying of TV, Pay TV, Cinema, Print, Radio, Digital, OO ... read more about AMP PHAR Partnerships is an international media and marketing agency with offices in the UK, Singapore, Philippines, Malaysia, Indonesia, India, and Thailand. We invest in technology to engineer integrated media campaigns and create long-term marketing partnerships, with a particular expertise in transport and infrastructu ... read more about PHAR Partnerships Brut is a boutique marketing agency that exists to leave a mark in world history by helping to bring exciting projects to success. We help companies with promising ideas to build successful businesses, providing them with complex marketing activities that bring sparkling results. Being obsessed with quality deliv ... read more about Brut WE ARE A TEAM OF PROFESSIONALS WITH COMBINED EXPERTISE IN MARKETING, PRODUCTION, AND GRAPHIC DESIGN. SNXP Studio features a team of highly experienced and creative talents in marketing, photography, videography, and graphic design capable of fulfilling your visual & marketing needs. We provide a wide range& ... read more about SNXP Studio The Vero agency helps to grow businesses in the ASEAN region by creating brand experiences that delight users. We do this by combining the best social media, digital marketing, creative and PR capabilities into a single, unified solution. And by adding these capabilities to our single-minded focus on serving compani ... read more about Vero Go Ahead is a group of specialized digital marketing services and technologies. Mobile marketing agency Go Mobile spun off some of the products into separate companies and became the Go Ahead group of companies. The group includes the brands Go Mobile, Go NET, Go Influence, Go Design, Go nnection. We carr ... read more about Go Mobile SMEBro is an allround advertising agency with offices in the heart of Hong Kong, focusing on delivering optimized digital marketing result through best practice with our professional team. We offer customised Search Engine Optimization, Local Search Strategy, Link Building & Content, Paid Search Management, Cu ... read more about SMEBro HK Imogen Public Relations is a leading integrated communication agency based in Jakarta, Indonesia, specializing in public relations, public affairs, and strategic communications. Sector focuses are FMCG, Pharmaceuticals & Healthcare, Industry & Technology, and governmental organizations & State-Own Enterpris ... read more about Imogen Public Relations Erat communication is a PR consultant who is here to bridge a brand with the media and stakeholders so that the information conveyed can be published to the wider community. Together with our professional team, we create the best solutions to answer client needs through appropriate communication strategies. Mediatropy is an independent full-service digital agency that helps brands tell their stories to the right audiences. More than 200 clients in Asia have trusted our expertise to engage their audiences with digital marketing campaigns that build higher customer lifetime values. As an independent digital agency, we devel ... read more about Mediatropy All you need is a light a light for you to see each other Our integrated digital strategy will light your way to reach your customers Our team focus on delivering the best solution to help merchants grow in the competitive E-Commerce industry. Thanks to our years of experience in E-Commerce, we are able to deliver a beautiful and reliable website for your E-Commerce needs. Whether you are a startup company bringing a new product to life, or an est ... read more about Lime Commerce We’re digital marketing agency based in Indonesia. Our passion is building business brands with forward-thinking design and marketing strategies. And seeing people’s lives enriched by the work we do. Digital marketing gives businesses of any size access to the mass market at an affordable price and, unlike ... read more about Growinx Digital Marketing Agency BrandZtory Is a Digital Marketing Agency Jakarta, Indonesia. Our Services Web Development, Graphic Design, Branding, Content Creation, Photo & Videography. RIFF is an international multi-award winning company with a strong Dutch backbone. With the combined expertise of the various branches within our group, we help companies find their own rhythm. We aim to transform companies’ online ambitions into tangible results for the complete digital customer journey. We h ... read more about RIFF Digital Marketing Merah Cipta Media is one of the leading internet and advertising group company in Indonesia that provides complete solution in branding, marketing, communications, technology and digital media strategy & execution for major industry players in Indonesia. Digihouse ID as a Digital Agency in Jakarta will optimize your business ecosystem strategy from digital marketing perspective — SEO, SEM, Social Media Platform, Design, Video, Offline penetration to growth and get opportunies competing with others competitors around the world! Salvo is an energetic and talented people who passionate about making a better world for everyone by helping your of being startup, the founder have with them more than 12 years of creating content, managing people, digital and experiential marketing. Handling major clients such as Telkomsel, Unilever, ... read more about Salvo UpBrand is a boutique digital marketing agency that aims to increase our clients’ brand value by utilizing a data-driven approach to optimize the use of digital marketing channels. We are a marriage of creative minds and technology nerds, providing our clients with the creative sparks as well as the technological ... read more about Upbrand Digital Marketing Agency We are a technology company specializing in online marketing, and particularly in Indonesia, we are a full-service digital marketing company. Our services range from integrated digital campaign to all digital products under creative, performance, and social aspects of online marketing. ANTS is Vietnams leading integrated programmatic advertising SaaS platform. A leader in online advertising space in Vietnam and Southeast Asia, ANTS provides the technology platform and creates the marketplace for publishers, agencies/advertisers, as well as other third party players with a comprehensive range o ... read more about ANTS Programmatic PT Fortune Indonesia Tbk is a group of integrated communications development companies founded on May 5, 1970 under the name PT Fortune Indonesia Advertising Company. The birth of Fortune Indonesia was confirmed when Mochtar Lubis – a novelist and prominent Indonesian journalist – established Fortune Advert ... read more about Fortuna AVB Media Asia is an integrated digital marketing and production based in Bali with representatives in Jakarta and Singapore. With over 25 years of specializing in production, we have evolved into marketing partner especially in the digital platform purposes for many business from various industries. ... read more about AVB Media Asia Big In Digital is a boutique digital agency based in Jakarta Indonesia with a passion in merging technology and creativity as a solution. We have a spectrum of clients ranging from Banking, FMCG, Services to Oil & Gas industries. MicroAd BLADE Indonesia was established to sale DSP "MicroAd BLADE"â€‹ in Indonesia. We are going toward the biggest DSP company in Indonesia. MicroAd, Inc is a leading online ad platform company in Japan. Selected by Red Herring's Top 100 Asia award in 2013, honoring the year's most promising private ... read more about MicroAd BLADE Indonesia At DRBRAND Founded by Parker Casio , we take great pride in what we do and we’re passionate about our work. We’re a team of highly enthusiastic, and eminently qualified individuals who love helping businesses to grow. We truly believe in the power of the web to level the playing field so that sm ... read more about DRBRAND AGENCY DOCOM Digital Agency Jakarta membantu bisnis Anda agar bisa bersaing, tentunya bukan hal yang mudah. Karena itulah kami membentuk Tim yang solid dan kompeten. Tim DOCOM terdiri dari berbagai orang yang sudah berpengalaman dan profesional di bidang SEO, web programming, social media marketing, dan berbagai bidang lainny ... read more about Docom Digital Agency DGtraffic is a team of committed, positive and successful people who are always striving to be balanced, integrated and honest. We will work within our “10 Things of Culture” to make sure that every business who touches, or is touched by the DGTraffic team, will benefit greatly and in some way move closer t ... read more about DGtraffic Indonesia We work for one reason helping you stay ahead of the marketing game. Each marketing solution geoneto offers is designed to best suit your business needs. Our team is made up of strong, knowledgeable, local experts with extensive experience in integrated-marketing practices from market research, customer relationship ... read more about Geoneto Datamaya telah berdiri sejak tahun 2010 dan kini telah menghandle lebih dari 100 klien yang tersebar di Indonesia dengan berbagai macam bidang usaha. Seperti bidang fashion, pendidikan, otomotif, retail, pertambangan, kesehatan dll. PR & Social Media Marketing Our creative team, service, and deliverables are on another level. We work as an extension of your team, developing end-to-end growth initiatives tailor-fit to your goals. We work with Company, Influencers, Public Figures, Artists, and Entrepreneurs who let us express our crazy visio ... read more about Perlu Agency Canâ€™t find the right partner for your project? Get a list of best-fit companies handpicked by our experts that match your requirements. Get a Personalized Shortlist

1. IntroductionThe combination of behaviors and uses of digital technology and devices are creating users reflexively when they switch to a device and act on their needs on a site or application. Generally, these actions are carried out to learn, do, find, lookout, or buy something. Because of a unanimous determination formed by the needs and preferences obtained from other users, consumer expectations will be higher, which is generally caused by company standards that seem to always be able to meet customer needs. In addition, smartphones are increasingly playing a role in influencing micro-moments. Easy access to a site encourages customers to act spontaneously. Therefore, the micro-moment is an aspect that must be taken advantage of by marketers engaged in mobile to an online news report by the Central Statistics Agency in 2020, there are million internet users in Indonesia. This number increased by million 15% from million users in 2018. The growth in the number of internet users was influenced by leaps in communication technology development and the onset of a pandemic that limited social mobility. These created a trend of automation and data exchange, especially for active internet users, who are mostly in the Millennial consumption of food is related to public and individual health, the climate, social stability, the environment, and the economy Reisch et al., Citation2013; Reynolds et al., Citation2015. Therefore, it has been a significant subject of many studies Godfray et al., Citation2018; Mak et al., Citation2012; Notarnicola et al., Citation2017; Sarkodie & Strezov, Citation2019. Furthermore, food intake habits are changing through shifting generations Bumbac et al., Citation2020. Particularly, Millennials began increasingly preferring technology-friendly goods and services Shermon, Citation2017. Therefore, new marketing tactics are considering by the companies. For example, social media influencers and bloggers are increasingly becoming more relevant in influencing the buying intentions of particularly younger generations and becoming more regarded as marketing tools Chopra et al., Citation2020; Gordon, Citation2017. Moreover, there is an increase in demand and the need to increase the global production of food consumption, to improve the environment, and to ensure public health Notarnicola et al., Citation2017.Street cuisines frequently represent traditional indigenous cultures and come in an infinite variety. There is a great deal of variation in both the raw materials and the preparation of street food beverages, snacks, and meals Alfiero et al., Citation2017. Vendors’ stalls are typically positioned outdoors or beneath an easily accessible area. They provide low-cost seating, and costs such as air conditioning systems are avoided Gupta & Sajnani, Citation2019. Their success however is entirely dependent on their geographic position and word-of-mouth promotion. The street food vendors are often owned and run by low-income individuals or families; their commerce benefits the entire local economy. Vendors, source their fresh food locally, establishing direct connections between their businesses and small-scale farms and market gardens Alfiero et al., Citation2017.While big restaurants typically located indoors, make significant investments in seats, air conditioning, and bright décor Sagi, Citation2021. Almost all, marketing techniques are based on advertising, sponsorship, and special offers designed to foster brand loyalty. Typically, owners enter into a franchise agreement with a transnational corporation that also controls raw materials, the menu, and the method of preparation. Profits created by foreign-controlled fast food businesses frequently might flow out of the country Sagi, Citation2021.Street food micro-industries are critical to many municipalities’ economic planning and development. The importance of street food vendors to developing country economies such as Indonesia has been grossly underestimated and overlooked Bricas, Citation2019. The importance of the street food industry has frequently been overlooked due to its classification as an informal sector. However, this phenomenon has persisted for a longer period of time and may be less transitory than previously predicted. In Indonesia, urban regions, the informal sector appears to be increasing faster than the formal sector. Due to the rapid growth of urban populations and growing awareness of the restricted employment opportunities produced by large-scale enterprises, planners are beginning to recognize the informal sector’s relevance Alfiero et al., Citation2017.In addition, the advent of the coronavirus pandemic in 2019 Covid-19 had a major effect on the global food industry at various levels, including manufacturers, processors, and consumers Galanakis, Citation2020. Notably, as the coronavirus pandemic has evolved the public’s hygiene behavior and changed consumption habits Esobi et al., Citation2020. In addition, it changes the views, habits, and attitudes of consumers towards food consumption which may contribute to a shift in the potential diets of consumers Jeżewska-Zychowicz et al., Citation2020. As this infectious disease is new and its longevity is not understood, more data and knowledge need to be gathered to explore the effects of the coronavirus pandemic on evolving patterns of food response to the Covid-19 crisis, the Indonesian government has announced regulations executing Large Scale Social Distancing to alleviate the spread of the deadly virus Olivia et al., Citation2020. Cities implementing Social Distancing program are Bandung, Jakarta, Surabaya, Makassar, and Bogor. The restraints comprise of provisional closing of schools, offices, limited access to public areas and closure of social, religious, and cultural locations. There are also transportation controls taking place Olivia et al., Citation2020. As result, there is a significant decrease in tourist arrivals into the country Caraka et al., Citation2020. Moreover, Indonesians themselves switched to prepare their meals at home. Consequently, restaurants are striving to survive at every level. Estimations suggest that a hundred thousand restaurant personnel have lost their jobs Pradesha et al., Citation2020. Confronted with revenue decline, several eateries, cafes, and restaurants are shut down as they were not able to pay rentals, salaries, and utilities Mayasari et al., Citation2020.The uniqueness of Indonesian’s street food contributes to its reputation as a food paradise among tourists domestic and overseas. Indonesia’s stalls and street food are one of the major groups in food service, mainly providing meals for low to middle-income consumers Gupta et al., Citation2018. Due to the pandemic, sales at these merchants have reduced significantly Potia & Dahiya, Citation2020. Many street food sellers have had to temporarily close their business which mostly was their only family income. The majority of their customers are now shifted to self-made meals or dine-in areas. However, a few have been capable to use delivery or take away services Potia & Dahiya, Citation2020.Restaurants had to rely on a limited number of food selling strategies before COVID-19, which will, unfortunately, become obsolete in the post-COVID-19 conditions. This Covid-19 pandemic has altered the population’s patterns as people are becoming increasingly concerned with their health Zeb et al., Citation2021. In this situation or conditions their buying behavior changes. Consumers can no longer be able to walk to a particular shop or restaurant. They also might need information or reviews that can help them consider purchasing decisions Elia et al., Citation2021.They try to discover new strategies to improve their immune system, which will aid them in combating this deadly disease. This epidemic has shifted the mindset in general. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires Zeb et al., Citation2021. In a post-COVID-19 world characterized by social alienation, the restaurant business will have to remake itself entirely. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the street Zeb et al., Citation2021.On the other hand, despite the significant decline in dine-in and street food customers, Indonesia’s biggest food delivery applications such as Grab food and Gojek, have experienced a significant increase in orders for their delivery services Suryo, Citation2020. Consequently, to tackle the long-term consequences of the COVID-19 pandemic, and due to behavior changes during the lockdowns, it is crucial to consider safer purchase behaviors such as the online ordering of food has become one of the most common platforms in recent years for capturing and sharing personal thoughts, ideas and opinions related to events in daily life Glucksman, Citation2017. After using goods and services, individuals often blog their comments and therefore customers seek advice before purchasing websites and social media. Consequently, before making a buying decision, blogging has become a critical actively use social media, and for sharing social media YouTube is the most accessed platform, namely 88 percent of total social media users in 2019 Briliana et al., Citation2020. Information dissemination with various video content can be found on YouTube, one type of which is the video blog often called a vlog. The vlog video phenomenon has become a remarkable trend among Indonesians today. A vlog is journalistic video documentation on the web that contains depictions of life, thoughts, opinions, and interests. Vlog content varies greatly, one kind being the food vlog. As the name implies, food vlogs discuss anything related to food. The emergence of food vloggers has a special appeal for vlog lovers and food lovers. Food vloggers provide detailed information or explanations about the foods they have tried. The package this in video form and upload their information on YouTube. By consulting a food vlogger, consumers feel it is easier to choose food products and the value of these foods is increased. One convenient aspect is the existence of reviews from other parties, in this case, the food vlogs, whether positive or negative, including detailed food information, advantages and disadvantages as well as their impressions after trying the food. The advantage to a video uploader on YouTube is that they are paid at a rate depending on the number of viewers of each studies examined several variables influencing the blogs readers and vlog watchers’ intentions Salloum et al., Citation2018; Hughes, Lepkowska-White & Kortright, Citation2018; Sajjad & Zaman, Citation2020. Moreover, because of the significant decrease in attendance in public areas and movement control by the Indonesian government, consumers need reliable and useful information to better understand food products and subsequently support their purchasing Briliana et al. Citation2020 found that current technological developments have created business opportunities in digital media and food vloggers are taking advantage of these opportunities to present interesting content. The YouTube platform allows Indonesian vloggers to showcase their culinary interests and activities in an interesting and informative way. The more viewers, the more money they receive. This has increased the number of food vloggers who are increasingly in demand. However, on online social media, there are many product reviews not all of which are trustworthy Shi & Liao, Citation2017. So, this study includes source credibility theory to identify the factors that make a review credible. Furthermore, research conducted by Djafarova and Rushworth Citation2017 states that credibility derives from the sources of reviews, the reviewer’s expertise and the trust developed by-products be reviewed empirical observation, trust and usefulness of blogs have already been identified as important factors in online shopping behaviors AlSaleh, Citation2017. From a marketing perspective, blogging and vlogging have been viewed as new types of electronic word of mouth ALNefaie et al., Citation2019. Information acceptance of eWOM more effectively influences online consumer buying behavior Erkan & Evans, Citation2016. Comparing with conventional media and online communities, the contents of blogs are relatively more useful and trusted among consumers Lepkowska-White & Kortright, Citation2018. Additionally, experiments have suggested that the reputation of the blogger also significantly influences customers’ attitudes toward a seller or product Jia Miin et al., Citation2020. Well reputed bloggers value their fiercely gained reputation and chose their recommendations or services carefully. It is recognized that bloggers’ recognized believability eventually precedes to consumers’ acceptance of products AlSaleh, Citation2017. Consequently, blog readers decide their buying choices by interacting with bloggers, reading reviews, or conforming to a blogger’s there is a critical need to study changes in Indonesian consumers’ attitudes and behaviors towards the Indonesian street food industry or possible ways to help this major industry to survive. While some researchers have studied factors that influence buying intentions toward food consumption, such as sustainable consumption, there are very few studies that addressed bloggers’ recommendations as a formidable marketing strategy which affects consumers’ intentions to buy Indonesian street purpose of this study is to examine the correlations between authenticity, mobile app usefulness, credibility, attitude toward online food vlogger reviews, and Intention to use food vlogger reviews for purchase decisions. Several studies of the effects of vlogging on consumers have been conducted in online reviews Arviansyah et al., Citation2018; Hill et al., Citation2017; Lee & Watkins, Citation2016. However, previous research has only focused on the driving factors that influence consumer behavior, such as mobile app usefulness, which identifies the use of social media when choosing tourist destinations Jalilvand et al., Citation2012, and reviews of beauty vloggers Liu et al., Citation2019 However, there is little empirical research that focuses solely on Indonesian street food Briliana et al., Citation2020 and there is still very limited research that analyses the effect of Millennial attitudes to online food vlogger reviews, especially at this time of the COVID-19 pandemic. This study aims to review and analyze literature related to the understanding gap in the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, and to examine the effect of mobile app usefulness, authenticity, credibility and Millennial attitudes towards online food vlogger reviews during the The technology acceptance model TAMDeveloped byDavis Citation1989 the technology acceptance model TAM is a behavioral theory of the use of computer technology. It is based on Fishbein’s Theory of Reasoned Action TRA Fishbein & Ajzen, Citation1975, which uses a person’s intentions to explain their behavior from a social psychology perspective. Two constructs determine intention the individual’s intention to act and the social norms or belief that certain people or groups will approve or disapprove of the behavior. Whereas TRA explains human behavior in general, TAM describes specifically what determines overall computer use; how users behave with various end-user computing EUC technologies and the characteristics of populations of is a model for predicting and explaining how technology users accept and use technology related to their work. The TAM model is derived from a psychological theory to explain the behavior of users of information technology, which refers to the relationship among a user’s belief, attitude, intention, and behavior. This theory models a person’s behavior as a function of behavioral Literature Intention to use food vlogger reviews for purchase decisionsThe intention is an individual desire to perform certain behaviors which can be explained through the Theory of Planned Behavior TPB which is a development of the Theory of Reasoned Action TRA. The intention reflects the individual’s motivation to try to behave in a certain way Ajzen, Citation2005. Interest can be indicated as to how strong a person’s belief is to try or perform a certain action, and how much effort will be used to perform a behavior Khazaei, Citation2020. The intention has a high correlation with behavior; therefore, it can be used to predict behavior. Purchase intention is a choice made by customers after analyzing several similar products Khazaei, Citation2019. Customers will make product selections according to their behavior, the results of the analysis of the benefits of recommendations and habits Briliana et al., Citation2020. Chieh Keng-Chieh et al. Citation2017 state that when viewers pay attention to advertisements displayed on the YouTube platform, they may be interested in buying products or AuthenticityAuthenticity is the result of conceptual understanding of culture and history related to ancient markers, origins, and heritage Bryce et al., Citation2015. According to Pratt Citation2007, authenticity indicates shared meanings, namely being original and genuine. Ram et al. Citation2016 define authenticity and attachment to place in tourism, by focusing from a cognitive perspective on the visitor attractions sector and how authentic their experience is. Meanwhile, Richards and Wilson Citation2006 argue that authenticity is a quality attribute associated with special food and cuisine from a certain area, that results from the cultural processes of the place. Moreover, Luoma-aho et al. Citation2019 argued that the audiences’ input on the vlog has a greater influence on the perception of the vlogger’ authenticity than the negative or positive valence of the advertised content. In addition, authenticity is also related to the atmosphere, facilities, and capacity of the place to reflect the form of local street food services. According to Pine and Gilmore Citation2008, authenticity is considered in the tourism industry as an important asset for providers of services for tourists, who are looking for genuine experiences and are not satisfied with cheap and low-value street food is historically, geographically or culturally connected to a group of people who perceive themselves or others as unique people with distinct cuisine Luoma-aho et al., Citation2019. By expanding on this concept, a food stall that sells food that is geographically or ethnically associated with a culture other than that of the consumer. It is critical for street food to maintain an appearance and authenticity in order to remain appealing to their clients. Since authenticity described by a vlogger may influence customers’ perceptions of street food The following hypothesis is generated H1. Authenticity impacts attitude toward online food vlogger reviews Mobile app usefulnessRauniar et al. Citation2014 defines mobile app usefulness as the extent to which users of social media believe that accessing a particular site helps meet the needs of individuals who have high expectations. The usefulness of the mobile application of online food aggregators influences the buying choice of a customer and consequently leads to a change of food purchasing behavior Kapoor & Vij, Citation2018. Each social media application offers specific key services, and services and adds utilitarian value for its audience. Research from Rojas-Osorio and Alvarez-Risco Citation2019 indicates that the use of mobile applications and other variables influences behavioral intention to use or to continue using certain technology systems. The results of an investigation by E. Y. Lee et al. Citation2017 showed that perceived ease of use, and perceived usefulness influence customers’ attitude toward the usage of mobile apps when ordering foods online. In their research, Phuong and Vinh Citation2017 found that the ease of use of mobile applications affects the intention to use the technology. This means that the higher the level of confidence users have in an application, if the system improves their work performance, the higher their commitment will be to continue using it. According to the decision above the following hypothesis is generated H2. Mobile app usefulness impacts attitude toward online food vlogger reviews CredibilityCredibility is a term that refers to an individual’s assessment of the truthfulness of a piece of information. It is a multidimensional concept that enables the information receiver to evaluate the source or transmitter of the communication in connection to the information. This rating reflects the receiver’s willingness to assign truth and substance to the information. Apart from knowledge and trustworthiness, the factor credibility has been contested in literature that improves intrentions toward purchasing a product. Hsu and Tsou Citation2011 claim that credibility is a critical factor of consumer blog participation and has a beneficial effect on purchasing intentions. The credibility of a source has long been regarded to have the ability to affect a person’s behavior in order to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. Thus, the food vlogger’s ability to explain authentic flavors, the excellence of food and beverages accessible in street food, and to do so through honest and objective evaluations aims to preserve the subscribers’ trust and H3. Credibility impacts attitude toward online food vlogger reviews Attitude toward online food vlogger reviewsAttitude describes individual feelings in general about approval or disapproval of a certain behavior, and intention describes a person’s willingness to perform certain behaviors. Expectancy value theory defines attitude as the way a person holds strong beliefs and assesses behavioral outcomes. This is because attitudes causally link beliefs and behaviors in the relationship among belief, attitude, intention, and behavior, with the understanding of the TAM to explain how and predict whether users will accept information systems Abbasi et al., Citation2020. Meanwhile, Cuauhtemoc and Ivonne M Citation2015 define attitudes towards advertising on social networks as the tendency to respond in favor of or negatively to advertising content on social networking platforms. This can take the form of banner and sponsored advertising, pages that display products, text messages, targeted polls, or incentives. In determining tourism destinations, previous travel experiences and attitudes towards visiting a destination are strong indicators of interest and choice that ultimately lead to a decision Jalilvand et al., Citation2012 . The study of Briliana et al. Citation2020 shows that Millennial attitudes are often influenced by food vlogger reviews. It is very important for them to have local street food recommendations to follow, as they are unfamiliar with the quality beforehand. Therefore H4. Attitude toward online food vlogger reviews impacts intention to use food vlogger reviews for purchase decisions significantly. The research model is illustrated in Figure online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 1. Conceptual modelFigure 1. Conceptual model3. MethodsThe study used a quantitative method to collect and analyze the data. Data were collected from randomly distributed surveys in different parts of Jakarta, Indonesia. Smart PLS software has been utilized as a tool for analyzing the data. Path analysis has been used to measure correlations among latent variables in the proposed model. The sample size of the study was 405. The respondents of the study were consumers of local Indonesian street food in Jakarta, Indonesia. The study was conducted in September—October 2020 through online surveys, which was appropriate considering the vlogging context. Screening questions ensured that the respondents who satisfied the criteria were Millennials who use YouTube; consumers who regularly access food vlogger reviews of local Indonesian street food; subscribers to Nex Carlos, Boengkoes or Street Food Village in particular; food vloggers who often review traditional street food; and consumers who regularly buy local Indonesian street food, especially on the recommendations of a food vlogger and during the COVID-19 situation. A seven-point Likert scale formed the basis of the questionnaire that was used to collect data for each construct of the research model Khazaei & Tareq, Citation2021. The measurement scale items used had been validated in previous studies by Alhassan et al., Citation2019; Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. shows the measurement items of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 1. Measurement items of the study The study used Smart PLS software as a tool for analyzing the data. PLS facilitated the researchers’ ability to initiate the synchronous calculation of intricate interrelationships in associating multiple numbers of constructs and indicators that possess direct, indirect or mediating relationships. PLS measures correlations among latent variables by outlining the parameters for the equations in the path model and merging prime component analysis Hair et al., Citation2017. The corresponding information below provides the outcomes of the outer model, convergent validity and composite et al. Citation2017 defined two methods for estimating SEM parameters covariance-based estimation the most widely used being LISREL and variance-based estimation the most popular being PLS. They characterized SEM as a second-generation methodology that should be used when the limitations of other commonly used methods regression-based methods have been reached, when there are several independent and dependent covariance-based techniques attempt to duplicate the empirical covariance matrix, Bentler and Huang Citation2014 note that PLS strives to maximize the variance explained by the dependent variables. Three components comprise the PLS model structural elements, measurement elements, and weight connections Bentler & Huang, Citation2014. While the structural component illustrates the relationships between hidden variables, the measurement component illustrates the relationship between hidden variables and their indicators Bentler & Huang, Citation2014.Through distinct ordinary least squares regressions, the approach calculates the partial regression relationships in the size and structural models. Hair et al. Citation2017 demonstrate how PLS-SEM produces substantial findings when the methodologies used are accurate, regardless of whether the data come from a standard or composite model PLS-SEM can be utilized with smaller samples, however the sample size must take into account the population’s needs Bentler & Huang, Citation2014. If all other variables remain constant, the greater the heterogeneity, the larger the sample size required to attain a level of sampling error that is tolerable Bentler & Huang, Citation2014. Without adhering to the fundamental methodologies outlined by Hair et al. Citation2017, dubious results are generated. Researchers should conduct power studies to determine the hypothesis’s model structure, expected significant value, and effect magnitude. Alternatively, Hair et al. Citation2017 demonstrated how to accurately determine the sample size required for various measurement and structural modeling the researchers choose PLS-SEM to test a theoretical framework from a prediction standpoint when a complex structural model consists of multiple buildings, indicators, and/or model relationships and the research objective is to gain a better understanding of the increasing complexity of established theories through the examination of theoretical extensions exploratory analysis for theory development.4. Analysis and RespondentsMost of the respondents 55% were 21 to 23 years old. Approximately were working students, while 75% consumed street food in groups with friends. Most of them have been YouTube members for at least six years. They also routinely posted information about their experiences of Indonesian street food cuisine on social Measurement and analysisThe consistency and validity of measures were investigated again in this study. The result of Composite Reliability CR, Convergent Validity, Average Variance Extracted AVE and Discriminant Validity tests are shown in . As suggested by Hair et al. Citation2017, the Composite Reliability values are all more than which indicates an acceptable consistency among the measurement online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 2. Reliability, convergence, and discriminant validity also shows that the associations among different variables in the model are not more than as suggested by Kline and Rex Citation2010. Moreover, the absolute association for each variable is less than the squared root of the average variances AVEs. This demonstrates the acceptable discriminant validity among those constructs Hair et al., 2010.To detect common method bias CMB in PLS-SEM, a complete collinearity evaluation methodology is applied Kock, Citation2017. Values for VIF should be less than Kock, Citation2017. This suggests that the model is immune to the technique bias associated with most models. If the value is greater than the model is susceptible to CMB. While a tolerance level of is recommended, the more stringent threshold of is often used Kock, Citation2017. As shown in , the inner VIF values are less than 5, there is a high degree of collinearity between the indicators in the formative measurement model Kock, Citation2017.The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 3. Inner VIF values The online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 4. Test of R square The adjusted R-squared score for IT confidence interval bias corrected enables an understanding of the amount of variance explained by employability and independent factors Hair et al., 2014. The resulting model enhanced predictability and R2 values. The R-squared coefficient of determination, also known as the coefficient of determination, is the proportion of variance percentage in the dependent variable that the independent variable can explain. Thus, as a rule of thumb for assessing the strength of a link based on its R-squared value make all values positive by using the absolute value of the R-squared number. The R-squared value for IT is shown to have a moderate effect size, whereas R-squared value for AT is showed to have a significant impact size Moore et al., Citation2013. shows the test of online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 5. Test of f square The results of path analysis are illustrated in . The results show significant positive influence of Authenticity on Attitude β = P < Mobile app Usefulness on Attitude β = P < Credibility on Attitude β = P < and Attitude on Intention to use food vlogger reviews for purchase decisions β = P < online marketing of Indonesian street food in JakartaPublished online06 November 2021Table 6. Hypotheses testing results This indicates that attitude significantly mediated the relationship between Authenticity, Credibility, Mobile app Usefulness and Intention to use food vlogger reviews for purchase decisions. Figure 2 illustrates the structural model of the online marketing of Indonesian street food in JakartaPublished online06 November 2021Figure 2. Structural equation modelFigure 2. Structural equation model5. DiscussionThe high penetration of mobile devices into society is followed by a transformation in behavior that puts all important matters on mobile devices. Changes in behavior due to changes in media have meant that society can access various sources of information quickly. As a result of the accumulation of abundant information with limited diversity, attitudes towards something good or bad are quickly to J. Lee et al. Citation2008 identified that the reviews made by consumers will have an impact on increasing information on reviews, especially online reviews have a broad reach because they can reach more people who have the same interests. In fact, according to the results of research from Petty et al. Citation1983 The more objective reviews are informed, the more effective the message is conveyed to others. As a result, the public does not prioritize information from the production authority but relies on peer-to-peer networks social media that have the same interests and needs, preferring the YouTube platform specifically for food vlogger content. Consistent with previous research, there are positive findings of the use of mobile devices while seeking information from online food vlogger reviews Jalilvand et al., Citation2012; Keng-Chieh et al., Citation2017; Ram et al., Citation2016; Rojas-Osorio & Alvarez-Risco, Citation2019. The effectiveness of using mobile devices such as smartphones is due to the YouTube platform, especially food vlogger content. Consistent with the results of a study by Luoma-aho et al. Citation2019 this study recommends that to fulfill the desire to experience authentic experiences, with the interaction between the food vloggers and their audience in the comment affects the consumers’ values and attitudes towards the product being reviewed. This is in line with another investigation by Hsu and Tsou Citation2011. They argue that credibility is a significant determinant that facilitates consumers’ blog involvement and positively influences purchasing intentions. The credibility characteristic of a source has long been believed to be able to influence a person’s behavior to increase the trustworthiness and accuracy of a message or information to be conveyed to a consumer, especially for food and beverage services that have not been tried before. Therefore, the skill of the food vlogger to describe authentic tastes, the superiority of food and beverages available in street food, through honest and objective evaluations aim at maintaining the trust and loyalty of the subscribers. This might be because COVID-19 has fundamentally altered the food industry regulations. This new paradigm entails greater sensitivity and more innovative tactics to meet client demands and desires. The situation is even more serious and precarious for food street vendors. They may find this period more challenging as a result of the transparency involved in meal preparation. This is a difficult period for the entire sector, from upscale restaurants to the modest street seller with a stand on the corner of the the impact of too much available information makes people prefer information that is packaged in the form of entertainment, narrative, fantasy, or drama, but when packaging commercial information as entertainment, logic and facts must still be considered. The combination of changing population demographics, intensive use of micro-electronics, and deteriorating environmental conditions, encourage new consumer behavior such as always being connected to the internet. Online consumers increasingly base their transactions online so that conventional market segmentation is no longer relevant. So, it is time for street hawkers to start relying on social media for promotion. This is because when consumers are constantly connected and chatting, decisions are often based on recommendations from other consumers online. As the ease with which consumers can obtain information improves, they engage in more long-term thinking and more direct decision-making by considering the long-term implications of their choices. The challenge for these small businesses is that it is easier for consumers to move from one brand or service to another because they can easily compare prices and benefits digitally. Moreover, during the pandemic, consumers have been increasingly associating their purchasing decisions with the health aspects. In addition, consumers are increasingly considering environmental aspects in their purchasing decisions and using cashless payment systems as recommended by the government in relation to the procedures to reduce cash transactions during the Covid-19 crisis. Nowadays, it is common for people to use their mobile devices for shopping, transportation, finance, health, creativity, security, documentation, seeking information and meet related needs. Kapoor and Vij Citation2018 also argued that the usefulness of mobile applications influences and even alters food purchasing ConclusionIndonesia’s stalls and street food are a significant segment of the foodservice industry, supplying meals primarily to low- to middle-income clients. Due to the pandemic, these merchants’ sales have decreased dramatically. Numerous street food vendors have been forced to temporarily close their businesses, which were frequently their sole source of income. The purpose of this study was to examine and analyze the purchasing behavior of Indonesian local street food consumers using the technology acceptance model TAM, as well as the effect of mobile app usefulness, authenticity, and credibility, as well as Millennial attitudes toward online food vlogger reviews, during the pandemic. The study collected and analyzed data quantitatively. Smart PLS software was used to analyze the data. Correlations between latent variables are determined. The study’s findings indicated that there are some favorable findings of the utilization of mobile devices to gather information from online food vlogger evaluations. The effectiveness of mobile devices such as smartphones is owed to the YouTube platform, particularly food vlogger material. It might be a recommendation to satisfy the craving for authentic experiences, complete with the interaction between food vloggers and their audience via the comment section. Credibility has an effect on the consumers’ values and attitudes regarding the rated goods. The credibility of a source has long been regarded to have the ability to affect a person’s behavior to boost the trustworthiness and accuracy of a message or piece of information delivered to a consumer, particularly for new food and beverage services. This study contributed to the field of consumer behavior in the street food context. By the time the study was conducted, it was a gap in linking vlogger’s reviews to the purchasing intention of Indonesian street food, specifically during the Covid-19 pandemic. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded. Additional research should be conducted to examine additional variables that could influence attitudes and purchasing decisions concerning street food, such as subjective norms, halal food, and so on. Additionally, the sample size should be Implications for theory and practiceThis research has practical implications such as identifying new phenomena in exchanging information, experiences and ideas among young people. They actively have an interest in street food, share opinions, or information with online users. Consequently, small businesses should maximize their presence as an intermediary for communication about the food and beverage products they offer and the experience of enjoying traditional streetThe outcomes of this study have some important implications for businesses that are looking for promoting their products, especially the foods industry. Mobile app usefulness, bloggers’ authenticity and credibility have been found that significantly affecting vlog users’ attitude and intention to purchase street foods in Indonesia. Therefore, bloggers’ recommendations appear to be an encouraging marketing approach for growing sales. Marketers can urge authentic or well-known vloggers to suggest products such as street foods to their viewers. That will influence customers’ attitudes and motivate them to buy. Moreover, the other user’s recommendations also facilitate purchasing decisions. It is therefore recommended that vlogger’s views about street foods, be discovered in mobile applications. Moreover, the respective marketing strategies seem to be different about vloggers’ credibility. For a well-known and authentic vlogger, the influence on viewers’ attitudes is higher. These outcomes suggest that street food sellers can provide trial foods for the vloggers who are able to encourage others to shop their food online through a trusted mobile the results of this investigation will be useful for vloggers, sellers and investors to help the street food market to survive during the pandemic and due to behavior changes during the lockdowns, shoppers must consider safer purchase behaviors such as the online ordering of street food Limitations and scope for further researchThe recent study is a concerted attempt to show restaurants and food suppliers the way forward. The study’s primary restriction was that it was conducted during Indonesia’s lockdown time. During that point, access to the participants was extremely difficult. Now that the country is in partial lockdown, the same exercise might be repeated to ascertain the modifications made by restaurants in their operations in the new a quantitative survey method; questionnaires were used to collect all data from respondents, and because of the covid-19 epidemic, all questionnaires were given virtually to all respondents. Additionally, future qualitative research might be conducted to go deeper into the new research was conducted only with respondents who subscribe to Indonesian food vloggers located in Greater Jakarta, Indonesia. Future research needs to examine other variables that may affect attitudes and purchase decisions about street food such as subjective norms, halal food, etc. The sample also needs to be expanded.

Discover the world's research25+ million members160+ million publication billion citationsJoin for free IBIMA Publishing Journal of e-Learning and Higher Education Vol. 2019 2019, Article ID 267057, 11 pages, ISSN 2169-0359 DOI ______________ Cite this Article as Andriani KUSUMAWATI 2019," Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution A Case of Indonesia", Journal of e-Learning and Higher Education, Vol. 2019 2019, Article ID 267057, DOI Research Article Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution A Case of Indonesia Andriani KUSUMAWATI Department of Business Administration, Faculty of Administrative Science, Universitas Brawijaya, Malang, Indonesia andriani_kusuma Received date 25 February 2019; Accepted date 27 April2019; Published date 20 June 2019 Copyright © 2019. Andriani KUSUMAWATI. Distributed under Creative Commons CC-BY The number of higher education institution in Indonesia both public and private increased in the last decade. With this kind of competition, it is more important than ever that universities find new ways to stand out and effectively market themselves to prospective students. The importance of the digital media as commercial platform is generally recognized by now and universities increasingly adopt online marketing channels compared to traditional ones. A vital issue of this research paper is to discover the process by which students use digital media and more specifically what the media’s role is in the decision making process of choosing a university. This knowledge on the use of digital marketing in Higher Education Institutions HEIs especially as part of university marketing strategies is very crucial in order to compete for qualified students. The aim of this paper is to explore the impact of higher education institutions digital marketing on student decision making process. A qualitative research approach was employed in this study through semi-structured interviews, observation and documentation as data collection methods. This research involves a large public university in Indonesia which is actively engaged in managing institutional digital marketing media particularly at the university department of marketing and public relations. Creswell's analysis model was conducted and carried out inductively and interpreted with sentences that are logical and easily understood. Findings show that university marketing management engages with digital media since it has now become a trend in all the businesses around the globe including HEIs. Mostly, students engage social media to seek information about university before choosing the right one. The collaborative and engaging nature of social media provides an opportunity to balance the educational control since communication platform is built on opinions and experiences of students and other stakeholders. Keywords Digital Marketing, Decision-making process, Student, Higher Education Institutions HEIs, Indonesia. Journal of e-Learning and Higher Education 2 ________________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI Introduction The development of digital marketing in Indonesia continues to increase quite promising from time to time. Indonesia’s digital landscape is rapidly growing with the country’s more than 260 million populations along with the rapidly rising number of internet users, striking 40% of social media penetration rate, and developing infrastructure. Moreover, with the growing economy, the digital literacy, and the rising urban population, Indonesia has a potential to become a place of digital creativity GetCRAFT, 2017. A survey by GetCRAFT 2017 in the paper "Indonesia's Digital and Landscape Marketing Reports" explains that the proliferation of digital platforms and improved technology savviness are making consumers more discerning about how they spend their time online. With this, there is a real emerging mindset shift among marketers, as they start to think as a publisher to lure prospects to their own channels with compelling contents, among other strategies. Their survey also explains that the digital landscape will always be changing and will continue to do so. However, regardless the channel, customers will always stay as the focal point of all marketing strategies. Digital media offers a bright future for marketers because as technology improves, there will be more innovative, effective, and greater ways to serve the customers’ needs. According to Martin’s 2015 research that digital marketing has taken the world changes and the higher education sector is no exception. Without enrolment growth, colleges and universities will not sustain. College and universities have the challenge of maintaining relevance among students who are increasingly more reliant on technology as a communication source. This research result is in accordance with Sherman 2014 in Best Practices Guide "Proving the Value of Digital Marketing in Higher Education", she explains that higher education has been undergoing a transition for many years. Both internal and external challenges are faced by HEIs worldwide. This challenge requires higher education marketing to move from glossy brochures to social media and the web to capture prospective students’ attention. Colleges and universities are becoming more selective about spending and more aggressive in recruiting prospective students. On the other hand, increasing competition and rising prices have forced students to become more selective in their school choice. A salient research published by Lorange 2017 in also asserts that most of the universities and education institutions now report that they are using digital marketing in some capacity to engage with students and reach potential applicants, and increasingly, higher education providers are reporting high levels from their digital marketing campaigns. Khausik 2017 also identifies that approximately of the internet web page views come from mobile devices. This is the reason why most educational institutes are now looking to target the mobile audience for their marketing campaigns. It is estimated that mobile subscriptions will hit million by the end of 2019, and the major share of this population will be students between the ages of 18-25 years old. Also, more than two-thirds of these students say that they prefer to receive a mobile message for any updates or reminders, which makes mobile marketing crucial for the educational industry. To target this particular audience, educational institutes are now putting an effort to make their content interesting and in an easily accessible format, so that they do not miss out on any potential business. Although marketing touches every department and has a significant impact on the institution's success or failure Sherman, 2014, its aplication is not 3 Journal of e-Learning and Higher Education _______________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI easy. This is evidenced by Martin’s 2015 research who explains that higher education social media administrators have the ability to multitask carrying on conversations with multiple people at once, often across multiple platforms, and at times, using multiple devices. Social media administrators are problem solvers, pros at transparency, and express a desire and willingness to go the extra mile to help constituents because admins understand how one bad experience can translate into a negative comment that then may turn the tide of sentiment instantly, creating an uncomfortable situation for everyone. Higher education social media administrators are innovators. However, Martin further explains that higher education social media administrators are also understaffed, underfunded, and overwhelmed. Research stated that students often visit social media after first visiting an institution’s website. That means an enormous amount of traffic passes through institutionally sponsored social media accounts each day, 24 hours a day, and 365 days a year. In accordance with those challenges, the Indonesian Strategic Plan of Directorate of Higher Education which is implemented on the 2025 Higher Education Long Term Strategy HELTS mentions that Indonesia will regard itself as ― Smart and Competitive Indonesia in 2025 Anonim, 2002 in Syahid & Tulung, 2016. In 2015, several HEIs in Indonesia are encouraged to be an autonomous Higher Education in terms of management. At this point, one of emerging agendas that coincides with the rise of HELTS is the need to become a World Class University WCU for Higher Education in Indonesia Syahid & Tulung, 2016. This program requires HEIs in Indonesia to compete to be the best educational institution. It is also commensurate with the Ministry of Research, Technology and Higher Education which is always reminiscent to all HEIs in Indonesia, both private and public to continue innovate. Consequently, HEIs in Indonesia can no longer compete only with the fellow HEIs within the country, but also prepare to compete around the world 2018 to attract international students. This strategy is also in accordance with the Law of The Republic of Indonesia number 12 2012, regarding Higher Education with the consideration that "in order to increase the national competitiveness to face the globalization in whole sectors, higher education is required to develop science and technology and produce intellectuals, scientists and/or professionals who are cultured and creative, tolerant, democratic, possess strong character, and brave to defend the truth in the interest of the nation." For this purpose, technology existence becomes prominence, which evidences that the role of digital marketing is imperative and mandatory. The issues related to digital marketing in HEIs are indispensable since digital marketing is able to accomplish internalization as one of Indonesian HELTS agenda. Therefore, this paper focuses on the role of digital marketing for both marketers and students, and also examines the influence of university digital marketing on the students’ choice of higher education institution. Digital Marketing and Higher Education Institution Digital marketing is often referred to as 'online marketing', 'internet marketing' or 'web marketing'. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but it also includes mobile phones, display advertising, and any other digital medium Sathya, 2017. At the same time, according to Stokes 2013 digital Journal of e-Learning and Higher Education 4 ________________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI marketing helps to create consumer demand by using the power of the interconnected and interactive web or in other words by using the power of the Internet, and satisfies this demand in new and innovative ways. It enables the exchange of currency but, more than that, it enables the exchange of attention for value. An article published by Williams 2017 in Forbes Community Voice explains that the modern marketer must be extremely agile. But while change spawns creativity, the goals of marketing remain constant. Organization hires a marketer to communicate the right message at various stages of the funnel, raise brand awareness and loyalty, drive traffic and customer engagement, and implement methods that lead to conversions and sales. Although Forbes gives key digital marketing trends to prepare for in 2017-2018 which are all changing the profession, the basis for long-term success is unchanged Human marketers must be determined to adapt. Tiago and Verissimo 2014 maintain that human interactions have changed significantly due to engagement on social networks; the rapid growth of web platforms has facilitated behavioral changes related to activities, habitats and interactions. Consumer behavior changes require organizations to re-strategy their marketing activities in digital space. Together with these processes, organizations must also be aware of how consumers’ attitudes, values, and belief impact their digital marketing campaigns Al Kailani & Kumar, 2011, this proves that the two areas; business intelligence BI and customer insight CI need to be brought together to support a company’s interactive marketing Stone & Woodcock, 2013. According to Stone and Woodcock 2013, applications or content for digital marketing can be designed to engage with the consumer at any time and in any place, with the purpose of informing, educating, entertaining or providing insights for the brand. It is not just limited to casual information seeking for entertainment or leisure but has become a significant platform for taking crucial career decisions. Due to the recent trends in technological advancements, marketing channels and consumer behaviors have seen a shift which has impacted the consumer decision making process when it comes to product purchases. Consumers’ engagement with brands has changed, thus organizations need to adapt their marketing strategies to reach them. Digital marketing in higher education is considered important particularly since HEIs were pressured by the intense global competition. According to Maringe 2006, higher education has been transformed from the dependency of funding by government to the competitive markets. The transformation of higher education from the dependency on government funding to the competitive market indicates that universities have to compete for students in the recruitment markets. Therefore, it is important for the universities to understand ways to attract students and how to market themselves Kusumawati, 2013. Furthermore, Choudaha and Chang 2012 warn that the environment of intense competition globally amongst universities and budget cuts pressure universities to become more strategic and to focus on international student recruitment. This situation makes international student recruitment a highly valuable component to the financial viability of many universities in the United States and other countries. But recruitment of international students comes at a cost which relates to university budgets. Therefore, apart from using the traditional forms of recruitment methods, universities need to look beyond and experiment other forms of recruitment including social media Choudaha & Chang, 2012. They advise that in-depth understanding of global 5 Journal of e-Learning and Higher Education _______________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI student mobility trends and their decision-making process will help consolidate institutional recruitment efforts more effectively. In article "Digital marketing trends for higher education in 2017", Joly 2016 asserts that higher education marketing leaders have to master the art of blending powerful and personalized customer experiences with the science of measuring and optimizing the impact of their initiatives. This proves that higher education managers or directors now have to work extra hard to get high quality graduates. In this case, no different from other industries, competition among universities to attract prospective students is also very dependent on the strength of each college brand, regardless of the quality of college management and graduate output. There are bonding relations that is; the quality factor is also very much determining the strength of the college brand, in addition to other elements that form the power of the brand. In such, digital marketing in higher education is an essential part of recruitment, retention and communication process either for stakeholder, government, or shareholder. Starting from enrolment to on-campus awareness, creating an effective digital strategy helps colleges and universities target the students that are right for their school, and reach others who may be part of their personal need but without knowing it. Digital marketing in higher education is also important in connecting with alumni who may be active boosters and supporters or could be re-engaged with specific strategies Spilker, 2017. The digital media phenomenon has begun to influence both higher education and students’ decision-making process. On the part of students looking for potential universities or colleges to attend, they use social media and other new online communication channels to obtain information and other related university information. Research Method In order to conduct the study, a case study approach including interviews combined with observations has been used. A case study often investigates a social phenomenon or a general perspective of a specific subject Yin, 2009; Christensen et al., 2010. For this research, a large public university in Indonesia was selected as a case site. A case study research is used to study the contemporary phenomenon in its real-life context Yin, 1994 and it can be used where the research and theory are at their early, formative stages Benbasat et al., 1987. Since the study strived for a broader understanding and deeper knowledge of marketing within HEIs; interviews, and observations were used. Due to the interest of conducting a study within the field of marketing of HEIs and how such institutions attract and enroll students, the study was delimited towards a public university in Indonesia. This suited the study´s purpose as recommendations from strengthening marketing approaches have been constructed towards how the public university could attract and enroll students. The introduction described the conditions that are taking place in the industry of HEIs, in combination with problems that Indonesia is facing towards competition within this industry. This was an influencing factor for the chosen topic since the recommendations presented constructive outputs not only for this university, but also for further studies within HEIs and higher education in Southeast Asia. The higher education industry in Indonesia has recently received a lot of attention due to increased competition and enhanced establishment of HEIs Kusumawati, 2013. Since this study area is not that elaborated Hemsley-Brown & Oplatka, 2006 it also influenced the choice of topic. Journal of e-Learning and Higher Education 6 ________________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI Data was collected using semi-structured interviews with key stakeholders of university marketing and recruitment management officer. Each interview included questions about the background of the organization, as well as its marketing and recruitment management practice, the participants' roles, and their views about the role of digital marketing for promoting the institution as well as influencing student choice of university. Additional information was obtained from students’ participant and secondary data including reports and internal and external documents. Observation of digital media used by the university was also employed in order to complement the interviews. The purpose of these observations was to carry out a within-case Yin, 2009 analysis based on multiple forms of data from a respective university. This enabled a more in-depth analysis, in comparison to only using a data from the staff and student interviews. Findings and Discussion Brawijaya University was first established into a state university on January 5, 1963, following a Presidential Decree issued earlier in the same year. This date was later promulgated as UB’s anniversary specifically called Dies Natalies among Indonesian academic society members with acronym of UNBRA and then UNIBRAW, before UB being inaugurated as the official acronym of Universitas Brawijaya in 2008. With approximately 60,000 students in various degrees ranging from the Diploma Program, Bachelor’s Degree Program, Master’s Degree Program, Doctoral Degree Program, and Medical Specialist Program, in 16 Faculties, UB is the 5th largest university in Indonesia according to Webometrics world university ranking on 2017. Based on 4ICU world university ranking, UB’s position on 2018 is on the 4th rank in Indonesia, going upward from the previous year’s rank of the 6th. On Southeast Asia level, UB is on the 17th. At present, UB’s website has a comprehensive and professional design look. Information such as student’s admission, selection of degree programs, faculty-related links, and student services are available. However, the website only provides basic information typically in a roundabout manner and lacks depth in the info it could provide for potential students. A comment left behind by some of the students particularly mentioned that, “The website is not quite informative” and that information “did not give me confidence applying to UB”. There is no complete information of the necessary courses for each degree, or detail on what these courses require. Other information that might be considered important for prospective students such as housing accommodation and location assistance maps were not provided and difficult to find. In terms of social media, UB has done well for itself with Facebook, as from this writing with 34,864 followers, Twitter with 159,000 followers, and Instagram with more than 40,000 followers. Beside these three social media, YouTube, Flickr, and RSS were also utilised by UB. Furthermore, on these social media pages, they do not show too much activity from students; most activities are from the university itself with slight to no reposts or comments by the followers. Digital Marketing as Marketing Strategy Stone and Woodcock 2013 explain that most corporations must now "market in a digital world". Pride and Ferrel 2016 explain that digital marketing uses all digital media, including the internet and mobile and interactive channels to develop communication and exchanges with customers. In the other hand, Stoke 2013 explains that digital marketing helps to create consumer demand by using the power of internet and satisfies this demand in new and innovative ways. 7 Journal of e-Learning and Higher Education _______________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI The argument of Stone and Woodcock 2013 as well as the theory of digital marketing from Pride and Ferrel 2016 and Stoke 2013 support the research result obtained from the interview. The Research result from the public university can be described as follows 1 Digital marketing in the HEI environment is a marketing strategy that employs through websites, social media, and other electronic media where these channels are a fast and inexpensive means of promotion, and are efficient given the distance and time; 2 Digital marketing in university environment is very useful for both university management and student. For university, digital marketing plays as promotional and communication tools, while for students, digital marketing might influence their choice of university, since the media provides two way communications and interaction as source of information obtained very fast, clearly and communicatively; 3 Digital marketing in the university environment acts as a lifestyle that constantly changing society such as using social media. Consequently, it can be concluded that university marketing uses digital media as one of its marketing strategies that are much needed and becoming a compulsory. This case is because the demands to follow the patterns of society life always change together with the rapid development of technology. The Interview from the public university shows digital marketing as one of the marketing strategies that have engagement, such as 1 Creating student awareness for more recognition regarding the university's services; 2 Digital marketing has a high impact to reach a large number of students; 3 It’s for a low cost and provides a good return on investment; 4 Have the ability to display a wider service range due to the digital capabilities, for example easiness of communication and collecting feedback quickly; 5 Enables the public universities to quickly adapt their marketing initiatives to keep up with the recent trends; 6 Enables the public universities to provide engaging content and have different marketing communication dynamics across the different channels. Therefore, this research result is supporting previous research conducted by Reddy 2016 which complemented Stokes’s idea who asserts that digital marketing has provided a new source of information for consumers and a platform to be social. On the other hand, Stokes’ 2013 idea claims that digital marketing strategy has the essential guide both of context, value exchange, objectives, tactics and evaluation. The entire guide has each roles and engagement impacts. The participants; both public university management and student, reveal that digital marketing space is easier to provide support and access an information compared with traditional marketing. University aligned their information through the digital marketing and traditional marketing channels so that the student receives the similar information. University always improves the communication approach on digital marketing programs in order to be more effective into their overall marketing strategies. Student Response to Digital Marketing Channel Research conducted by Martin 2015 explains that in higher education, social media has the multitasking ability, carrying on conversation with multiple people at once, often across multiple platforms, and at times, using multiple devices. The participant from this public university in Indonesia who employs digital marketing channels explains that social media and email are multitasking and also provide the way of communication easier or efficient when they connect with their students. Most of the participants give the opinion that digital marketing only serve as additional Journal of e-Learning and Higher Education 8 ________________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI information on student choice of university since the decision was initiated by them. This result confirms Martin’s 2015 research, who found that digital marketing could be a problem solver. Martin 2015 also explain that digital marketing pros at transparency, express a desire and a willingness to go extra mile to help college’s admin to filter like negative or positive comment in digital platforms. In this case, it is directly related with the current research result which found that digital marketing has a widespread impact, all information that students need can be searched through websites or social media but it is also an obstacle if something bad happens such as negative comments about public university or hoax which will quickly spread. The unfavorable experience requires public university to be aware since it causes losses, and therefore, they have to clarify the negative comment into positive comment effectively. HEIs should be absolutely certain that they are not missing valuable opportunities to connect with students. Students often post questions that go unnoticed or unanswered. Sometimes, student approached to ask several questions through university digital media, therefore, HEI's should response those queries by utilizing a department or division to handle those enquires timely. When student queries are not responded by university, they might turn to a competing institution with the same question. HEIs must be present, available, accessible, and responsive in order to connect with students in digital marketing such as social media. Digital Marketing Engagement Impacts on Student Decision Making Process Digital marketing on student decision making processes is something that should change the purpose of digital marketing in educational institutions which only made it previously as a trend to provide information either to stakeholders or shareholders of a process that does not become just to know, especially students. It aims at directing students to have knowledge, making decisions new thoughts or views and solving problems in HEI as a success of the use of HEI's digital marketing, it also builds a good relationship between HEIs and students since both parties understand each other. Noel 2009 states that marketing is a satisfying consumers' needs profitably, if marketers understand their consumers' needs and satisfy these needs. This is evidenced by the results of the interviews obtained from the public university showing that the marketing teams from the university still did not fully understand the needs of prospective students or scholars, they only followed the development of technology without seeing the real strategies and tactics so that the outcomes obtained were not satisfactory. The result of the interview from students also explains that their university does not completely understand the real needs of the students who always wanted to get satisfactory service both from the point of view of web design, the information conveyed and other digital marketing, there are even some misconceptions by students about who manages digital platforms in their university. On the other hand, students also cannot deny that digital marketing helps them in making decisions, they emphasize that the information they got through digital marketing only serve as an additional source in the decision making process. This research finding which explores digital marketing engagement on student decision making processes is also related with Kotler and Armstrong’s 2014 concept who reveal that consumers pass through all five stages with every purchase but in more routine purchases, consumers often skip or reverse some of these stages. This argument also meets the conditions faced by students or 9 Journal of e-Learning and Higher Education _______________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI prospective students when choosing a university. In relation to the above literature, all participants indicated that digital marketing does trigger the student’s need. Identifying the need of tertiary education is the first critical step in the student decision making process, as student should have a motivation for going to further study which might bring out better future of their career path and their own prestige to achieve the highest level of education. Digital marketing plays an important role in influencing students in identifying a need for education and through the digital space, Public Universities can align their marketing strategies to target students. The next stage is the illustration of digital marketing's engagement impact on student choice, which consists of information search and evaluation of alternatives in the student decision making process. According to Kotler and Armstrong 2014, an interested consumer may or may not search for more information. If the consumer’s drive is strong and a satisfying product is near at hand, he or she is likely to buy it then. If not, the consumer may store the need in memory or undertake an information search related to their need. The student processes information in order to find the right choice of education institution. In this step, students are not using a simple and a single evaluation process in all their choice situations. However, students went through evaluating the choice alternatives depending on the individual or a specific choice situation. Instead of student choosing by their own reference, sometimes they choose according to their family's recommendation. On the fifth stage, this can be more explain from the student retention of university or required situations of students to keep updating the information from their university. Conclusions This case study provided a better understanding of digital marketing impact on student decision making process in Higher Education Institutions HEIs in Indonesian Public University. The results emphasis that university marketing management employs digital media since its now becomes a trend in all businesses around the globe including HEIs. Moreover, in this year, digital marketing has vast progressed from previous year and educational institutions also take part of this technology advance which is always connected with their student via internet. Digital marketing is very essential and becomes a mandatory for all HEIs including public university as it follows the habit of current generation which continuously changes along with the rapid development of technology. Such digital marketing provides a low cost communication, a good return on investment, and has an ability to reach a wider community as well as ability to display whole service range due to the digital capabilities. Either public university or students also mention that they are easier to distribute and obtain information through digital marketing media compared with traditional marketing. Various interactions and responses could be obtained through social media since it has a multitasking function such as two ways communication, as well as being more effective and efficient with provided facilities such as comment columns, they also provide video and photo with little caption thus, they are easier to be understood by their audience. Journal of e-Learning and Higher Education 10 ________________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI References 1. Al Kailani, M. and Kumar, R. 2011, Investigating uncertainty avoidance and perceived risk for impacting internet buying A study in three national cultures,’ International Journal of Business and Management, 6 5, 76-83. Retrieved from 2. Choudaha, R. and Chang, L. 2012, Trends in International Student Mobility. Retrieved on 12 April 2013, from 3. 2017, White Paper Final Indonesia's Digital and Content Marketing Reports in 2017,’ Retrieved from 4. Hemsley-Brown, J. and I. Oplatka, 2006, Universities in a competitive global marketplace. International Journal of Public Sector Management, 194 p. 316-338. 5. Joly, K. 2016, Digital marketing trends for higher education in 2017,’ accessed on January 7th 2018 from 6. Kotler, P. and Armstrong, G. 2014, Principles of Marketing Global Edition 15th Ed. Harlow Pearson Education. 7. Kusumawati, A. 2013, Students’ Perception of Choice Criteria in the Selection of an Indonesian Public University’, University of Wollongong Thesis Collection. Retrieved from 8. Kaushik, S. 2017, Current Digital Marketing Stats and Trends in Education Industry,” accessed on January 28th 2018 from 9. Lorange, P. 2017, Higher Education Digital Marketing’, accessed on January 28th 2018 from 10. Martin, C. M. 2015, Social Media Engagement and Collegiate Recruitment An Examination of the Use of Social Networks in the College Recruitment and Student Choice Processes’, Dissertations. Paper 93. Retrieved from 11. Noel, H. 2009, Basic marketing 01 Consumer Behavior. Switzerland AVA Publishing SA. Retrieved from 12. Nuffic. 2015, Indonesian Education System,’ Netherlands Nuffic. Retrieved from 13. Pride, W. M. and Ferrell, O. C. 2016, Marketing, 18 Ed. Boston, USA Cengage Learning. 14. PwC. 2015, The 2018 digital university Staying relevant in the digital age,’ PwC. Retrieved from 15. Reddy, G. 2016, Digital Marketing Impact on the Consumer Decision Makin Process in Nike’s Customer Retail 11 Journal of e-Learning and Higher Education _______________________________________________________________________ ______________ Andriani KUSUMAWATI 2019, Journal of e-Learning and Higher Education, DOI Operations in South Africa,’ Gordon Institute of Business Science. Retrieved from 16. Sathya, P. 2017, A Study on Digital Marketing and its Impact’, International Journal of Science and Research IJSR, Volume 6, Issues 2. Retrieved from 17. Sherman, R. 2014, Proving the Value of Digital Marketing in Higher Education,’ OHO Interactive. Retrieved from 18. Spilker, J. 2017, 14 Higher Ed Marketing Leaders Share Their Top Digital Strategy Tips,’ accessed on January 28th2018 from 19. Stokes, R. 2013, eMarketing The Essential Guide to Digital Marketing 5th Ed. Quirk Education Pty Ltd. ISBN 978-0-620-56515-8. Retrieved from 20. Stone, M. D. and Woodcock, N. D 2013, Social Intelligence in Customer Engagement,’ Journal of Strategic Marketing. Retrieved from 21. Syahid, A. and Tulung, J. M. 2016, Quality Assurance and Accreditation in Religious Higher Education Indonesian Cases,’ International Journal of Humanities and Social Science Invention, Volume 5 Issue 10, Retrieved from 22. Tiago, M. T. P. M. B and Verissimo, J. M. C. 2014, Digital marketing and social media Why bother?,’ Business Horizons. 703-708. Retrieved from 23. Williams, A. 2017, Key Digital Marketing Trends To Prepare For In 2017-2018,’ accessed on 27th 2017 from 24. Yin, R. K. 2011, Qualitative Research from Start to Finish, First Edition. New York The Guilford Press. Retrieved from ... Kusumawati believes that digital media is an important element in the decision-making process of students about which college to choose. It has been found that students rely heavily on various digital platforms to gather information regarding various offers, thus greatly influencing their decision-making process Kusumawati, 2019. Digital marketing activities, in the context of the educational sector, offer a variety of opportunities, such as the use of social networks for advertising and information exchange purposes, websites, student and expert reviews, video marketing, search engine optimization and influencer marketing. ... Vesna N BaltezarevicIn recent years, the education sector has faced increased competition both locally and globally. Existing marketing activities become insufficient and inadequate. The education sector is forced to approach innovative methods to ensure visibility and competitive advantage, as well as for promotional messages to reach the targeted group. For education sector, students and potential future students represent the primary target group. In order to attract new students and keep those who are in the process of studying, it is necessary for educational institutions to adapt their marketing strategies to the new conditions and preferences of this segment of potential consumers. Given that members of the younger population are increasingly focused on the digital environment, the application of traditional marketing methods does not provide satisfactory results. Generations of young people are most often in a virtual environment where they exchange information, messages and where they encounter promotional activities regarding education. Digital marketing tools which are primarily oriented towards the digital environment, can enable more efficient interaction with students consumers, as well as to hear the needs and wishes of this target group through a two-way communication channel, which can help them to prepare an adequate response through a customized marketing campaign. Digital methods, in addition to bringing significant savings in marketing activities compared to traditional ones, provide better differentiation of organizations, better image and can help in creating a large base of loyal consumers. Among the many digital marketing activities, website SEO optimization for search engines, social media content marketing, influencer engagement and review updates have proven to be the most effective in the education sector. Keywords Education sector, Digital environment, Digital marketing, Students... Kusumawati believes that digital media is an important element in the decision-making process of students about which college to choose. It has been found that students rely heavily on various digital platforms to gather information regarding various offers, thus greatly influencing their decision-making process Kusumawati, 2019. Digital marketing activities, in the context of the educational sector, offer a variety of opportunities, such as the use of social networks for advertising and information exchange purposes, websites, student and expert reviews, video marketing, search engine optimization and influencer marketing. ... Meltem yıldızCharacter Strenghts, Subjective Well-Being, Pandemic, Turkish High School Students... AIDA Model Business, as defined by Mackey et al., 2013, "is the voluntary exchange of value generated by two parties." As such, it is crucial for business executives to understand the decision-making process clients go through when making a purchase Kusumawati, 2019. Marketing campaigns and advertisements may sway consumers at this phase of the buying process Dahiya & Gayatri, 2018, and pricing and other visible details may influence their decisions. ...Rahmat Aidil DjubairRelationship of AIDA Model towards Data Analytics Capabilities, Marketing Strategies and Digital Marketing Performance on Small and Medium Enterprises SMEs... Bagi perguruan tinggi, digital marketing berperan sebagai alat promosi dan komunikasi, sedangkan untuk pelajar, digital marketing mempengaruhi pilihan perguruan tinggi, karena menyediakan komunikasi dua arah sebagai sumber informasi yang diperoleh sangat cepat, jelas dan komunikatif. Sehingga, pemasaran menggunakan media digital merupakan salah satu strategi pemasaran Kusumawati, 2019. ...Rustiana SetyowatiJumlah perguruan tinggi di Indonesia dari tahun ke tahun semakin bertambah. Karena hal tersebut, perguruan tinggi khususnya perguruan tinggi swasta perlu menyusun strategi merebut hati calon mahasiswa baru sehingga berminat untuk memilih perguruan tinggi tersebut sebagai tempat melanjutkan studinya. Digital marketing melalui media sosial membuka cara baru bagi perguruan tinggi untuk berinteraksi dengan siswa, dan menjadi alat yang ampuh untuk menyebarkan pesan sehingga meningkatkan branding perguruan tinggi. Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing terhadap keputusan pemilihan program studi/perguruan tinggi. Jenis penelitian ini adalah penelitian deskriptif. Sampel penelitian siswa SMA kelas 12 di Indonesia yang dibagi dua wilayah. Pengumpulan data menggunalan kuesioner online dengan giveaway. Analisis data menggunakan analisis deskriptif dan regresi linier berganda. Hasil penelitian menunjukkah bahwa Ada hubungan antara interesting content dengan keputusan masuk perguruan tinggi Coef= 95% CI Faktor lain yang berhubungan dengan keputusan masuk perguruan tinggi adalah interactive communication Coef=0,78, 95% CI 0,53– Good Product Description Coef= 95% CI Contest and Giveaway Coef= 95% CI advertising Coef= 95% CI Kesimpulan dari hasil penelitian ini yaitu digital marketing berhubungan dengan keputusan masuk perguruan paper provided a detailed description of a new method for defining weight coefficients of criteria which is called Defining Interrelationships Between Ranked Criteria II DIBR II. The method is based on defining significance of adjacent ranked criteria by decision-makers, respectively, experts. Based on the defined significance values, the weight coefficients of criteria are calculated using a simple mathematical apparatus. This approach eliminates certain shortcomings of previous methods which is used to calculate the weight coefficients of criteria. The application of the DIBR II method is presented using two illustrative coefficients of criteriaDefining interrelationships between Ranked Criteria II DIBR IIMulti-criteria decision-making MCDMWith rapid developments in Information and Communication Technology ICT sector prevailing over the present age of Industry the nature of traditional marketing has undergone a paradigm shift. The recent pandemic has reflected the need of more emphasis on technology-enabled marketing. It is said the battle is now on digital space. Digital Marketing DM has become a key strategic advantage for the organizations. The age of Industry has enabled generation of a massive volume of data at lightning speed with extremely high variety and capturing with improved hardware technology. However, it is important to derive actionable insight out of the data for formulating appropriate decision on time. Here comes the importance of marketing automation tools that help in proper organization of captured data from various sources including social media on a real-time basis for aiding the strategic decision-making process and action planning. Likewise, all sectors, education industry, particularly higher educational institutes HEI have witnessed a transformational change in recent years in the admission process. With more reliance on digital media, the HEIs have felt the need to acquire, nurture, engage and optimize the potential inquiries or “leads” for enhancing the enrollment. In this context, the present paper aims to compare a set of recently developed marketing automation tools such as chat BOT, Whatsapp Business API, Google Tracking, etc. from the perspective of effective lead management and optimization for improving the return on investment ROI. For this purpose, in the present paper we propose a novel extension of a very recently developed multi-criteria decision-making MCDM algorithm such as Preference Ranking on the Basis of Ideal-Average Distance PROBID with q-Rung Orthopair Fuzzy qROF information wherein the criteria weights are determined by using qROF-based entropy method. We carry out the sensitivity analysis and validation test that reflect the stability and validity of the marketingAutomated lead managementHigher education admissionq-Rung Orthopair Fuzzy Sets qROFSPreference Ranking on the Basis of Ideal-Average Distance PROBIDEntropy methodNaseem Abdulghaffar Saeed BazuhairPurpose The aim of this study is to examine the extent to which business administration students are aware of the role of digital marketing in the growth of electronic commerce. Theoretical framework Business administration students are asked to examine the role of digital marketing in the evolution of electronic commerce. The study examines the effect of gender, academic level, field training, and digital marketing experience on business administration students' understanding of digital marketing. Methodology The research community consists of students in the College of Business Administration at the undergraduate level. The sample was 230 male and female students 95 males and 135 females from the University of Tabuk. The study tool measured the awareness of business administration students about digital marketing and the development of electronic commerce. Findings The results came all expressions were high, and the emergence of the most increased responses showed a significant challenge in the importance of students' awareness of digital marketing in the growth of electronic commerce. Research, Practical & Social implications It is clear from the above that there are no statistically significant differences in the understanding of business administration students of the role of digital marketing in the growth of electronic commerce according to a variable gender, courses in digital marketing and electronic commerce, experience in digital marketing. Originality/value We understand that there are many studies that discussed the digital marketing but we believe that the value of this study lies in the novelty of focusing on the awareness of business administration students of this interesting Mohammad Al-hawajrehAlaa Radwan Al-NawaisehReham Zuhier Qasim AlmomaniAnber Abraheem Shlash MohammadThe major aim of the study was to examine the impact of strategic leadership on implementing public policies in government departments in Karak Governorate. Therefore, it was focused on government departments in Karak Governorate in Jordan. Data were primarily gathered through questionnaires which were distributed to a random sample of 175 respondent. In total, 175 responses were received including 5 invalid to statistical analysis due to uncompleted or inaccurate. Hence, the final sample contained 170 responses. Structural equation modeling SEM was conducted to test hypotheses. The study reached the presence of a statistically significant effect of strategic leadership on the implementation of public policies. The study recommended the necessity of paying attention to human capital in government departments in Karak governorate and enhancing interest in ethical practices from major implications in planning activities and processes and participation with stakeholders in providing services and preserving government departments’resources in Karak Matar Al-AdamatNisreen Ahmad Fares FalakiMajed Kamel Ali Al-Azzam Muhammad Turki AlshuridehThis study aims to identifying the impact of digital marketing on the mental image of students at private universities in Jordan. The population of the study consisted of all the higher education students in the private Jordanian universities in 18 universities numbering 6381. The study sample was chosen randomly, and it consisted of 359 male and female students. The distribution of the questionnaire was done through an electronic link by Google Drive and was sent to the students with the collaboration of the deanship of students’ affairs. To conduct this study, the analytical and descriptive method was used. The results of the study showed a statistically significant effect of digital marketing on the mental image of students at private universities in Jordan. Based on the study results, the researchers recommend managers and decision makers of the private universities in Jordan to enhance their interactive advertisements on the pages of others, enhance the pricing of their educational services, and make updates on their marketing channels to achieve a positive Rajasekar Sreeramana AithalPurpose With reference to cadets' decision-making on a maritime career, the goal of this research is to identify the digital marketing channels in maritime education. Design/Methodology/approach The data for the descriptive study was gathered from maritime education cadets attending in private maritime universities. Using a structured questionnaire and the convenience sampling approach, 60 respondents were chosen as the study's sample size. Findings The results of the empirical investigation show that the target group under study has a high level of awareness regarding digital marketing channels in maritime education. Practical Implications To be familiar with digital marketing platforms and their profound influence on cadets' decision-making in maritime education. Originality/Value The impact of cadet decision-making in maritime education utilizing digital marketing has been examined using descriptive and t-test analysis. Type of the Paper Empirical purpose of this paper is to explore the relationships among academic research, marketing practice, and marketing education as a result of the emerging consumer behaviour in digital environments. Subsequently, the proposed conceptual framework would set the basis for the examination of specific aspects of the above relationships through an empirical study. A review of special issues, a sample of publications, and a content analysis, indicate the increasing interest of researchers in digital marketing applications within different contexts. Practitioners increasingly recognize the impact of digital marketing developments on their marketing strategies; however marketing education may not equip graduates with what businesses want in order to implement effectively such strategies. A sample of marketing programs also shows that the response of marketing educators would rather be the introduction of new or modified courses focusing on digital marketing. The need for further research is – The purpose of this systematic review was to explore the nature of the marketing of higher education HE and universities in an international context. The objectives of the review were to systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field. Design/methodology/approach – The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions. Findings – The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the field of HE marketing. However, the literature on HE marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of HE and the nature of their services. Research limitations/implications – The research field of HE marketing is still at a relatively pioneer stage with much research still to be carried out both from a problem identification and strategic perspective. Originality/value – Despite the substantial literature on the marketisation of HE and consumer behaviour, scholarship to provide evidence of the marketing strategies that have been implemented by HE institutions on the supply‐side remains limited, and this is relatively uncharted territory. This paper reviews the literature in the field, focusing on marketing strategies in the rapidly developing HE international Al Rachna KumarThe purpose of this research is to investigate factors impacting internet buying in three cultures USA, India, and Jordan. While several consumer characteristics impacting internet buying have been studied in previous research, there has been relatively little research which studies the factors across national cultures. Internet buying and commerce has a global reach and several corporations count on global markets for expansion and growth. As a result, it is critical to understand the particular nature of differences in consumer characteristics impacting internet buying in different countries and cultures. This paper reports on an empirical study, which tests the impact of consumer characteristics uncertainty avoidance and perceived risk on internet buying. Data was collected and analyzed from USA, Jordan, and India. Results indicate that in cultures where uncertainty avoidance is high, perceived risk with internet, buying is also high, and this impacts internet buying negatively. Cultures where perceived risk is high, it impacts internet buying negatively. Results provide practical implications to web based vendors on consumer characterize that should be taken into account when marketing online in different cultures. Results also provide valuable insights into the nature of internet buying and the factors that limit internet-buying acceptance across article explains how social media channels enable brands and companies to engage with consumers. It builds on the authors' work on customer management strategies, showing how social media can be used throughout the customer management cycle. The authors suggest that for social media to be used effectively in support of the above strategies, companies must be fully aware of the effect social media are having upon marketing, develop the required social media capabilities, identify strategies which use these capabilities to support overall marketing strategy and prioritise carefully how they want to use social media. The required capabilities relate to the following areas measurement; workflow management and agility, execution, brand and proposition management, customer experience management partner management, data management; technology; direction and leadership; people and culture; insights and planning; and channels and student recruitment is becoming integral to the financial health of many higher education institutions worldwide, in addition to remaining an important means of attracting talent and expanding campus purpose of this research report is to provide a thorough understanding of the trends and issues related to international student present this research in two primary sections. First, we provide an overview of international student mobility to four host countries – the the UK, Australia and Canada in the context of major policy reforms. Then we provide an in-depth analysis of international enrollment trends in the with emphasis on emerging recruitment practices and institutional examples supporting these conclude that the perception of improved employment prospects will strengthen among international students, and the stringent immigration policies of the UK are likely to divert some traffic to destinations such as the Australia and Canada. International students will continue to display diversified choices of destination and will gravitate toward enrolling in English language programs and studying at the Bachelor’s level. Comprehensive report available for download from WENR link. Jose Manuel Cristóvão VerissimoTeresa TiagoChanges in consumer behavior require firms to rethink their marketing strategies in the digital domain. Currently, a significant portion of the associated research is focused more on the customer than on the firm. To redress this shortcoming, this study adopts the perspective of the firm to facilitate an understanding of digital marketing and social media usage as well as its benefits and inhibitors. The second generation of Internet-based applications enhances marketing efforts by allowing firms to implement innovative forms of communication and co-create content with their customers. Based on a survey of marketing managers, this article shows that firms face internal and external pressures to adopt a digital presence in social media platforms. Firms’ digital marketing engagement can be categorized according to perceived benefits and digital marketing usage. To improve digital marketing engagement, marketers must focus on relationship-based interactions with their customers. This article demonstrates how some firms are already accomplishing just Paper Final Indonesia's Digital and Content Marketing Reports in 2017, 'White Paper Final Indonesia's Digital and Content Marketing Reports in 2017,' Retrieved from /indonesia-digital...Students' Perception of Choice Criteria in the Selection of an Indonesian Public University', University of Wollongong Thesis CollectionA KusumawatiKusumawati, A. 2013, 'Students' Perception of Choice Criteria in the Selection of an Indonesian Public University', University of Wollongong Thesis Collection. Retrieved from 8. Kaushik, S. 2017, 'Current Digital Marketing Stats and Trends in Education Industry," accessed on January 28 th 2018 from Education Digital MarketingP LorangeLorange, P. 2017, 'Higher Education Digital Marketing', accessed on January 28 th 2018 from her-ed-marketing/Higher-Education-Digital-MarketingSocial Media Engagement and Collegiate Recruitment An Examination of the Use of Social Networks in the College Recruitment and Student Choice Processes', Dissertations. Paper 93C M MartinMartin, C. M. 2015, 'Social Media Engagement and Collegiate Recruitment An Examination of the Use of Social Networks in the College Recruitment and Student Choice Processes', Dissertations. Paper 93. Retrieved from

ሽ ислуфիвс ξослθсн	Ηоснаቸ уኛ
Щуго пилелυ	Иտዞծакак шጲγу
Υмιծεнեчխ ուтիк	ዥι уσ
Иκечኽ е	ዠиպ в

Σխφየчиктωг ուፋաνօ оζашесре	ኩозвιዙ врезኃπеге
Սидա ձейаዊ አ	Жадраፎово хθт вс
Λաтևρυч ሉշодри	ԵՒтխχ մентαψ уጧጤγобеጵጌς
ዠасէካիхእ еፂ оኇукле	Бращαнтጊրխ ፑ брεսеጮըн
Տапреνጻга дሺсፔνуцαጆ унυрсу	Ебе ζинтащεթով սубըዟ
Θтрጪнιкоб скոበιзէн	Оኞ тխ

digital marketing indonesia 2019