The Influence Of Digital Marketing Capability And Institutional Reputation On Private University Selection Decisions At The Muhammadiyah University Of North Sumatra (UMSU)
Keywords:
Marketing Capability, Institutional Reputation, PTS Selection Decisions, UMSUAbstract
This study aims to analyze the influence of digital marketing capability and institutional reputation on the decision to choose a Private University (PTS) at the Muhammadiyah University of North Sumatra (UMSU). The phenomenon of competition between PTS is getting tighter as the number of private universities in Indonesia, especially in North Sumatra, increases. The research method used is quantitative with a survey approach. The research sample was 150 new UMSU students in the 2023/2024 Academic Year selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS 26. The results showed that digital marketing capability had a positive and significant effect on the decision to choose a PTS (β = 0.412; p < 0.05), institutional reputation had a positive and significant effect on the decision to choose a PTS (β = 0.387; p < 0.05), and simultaneously both variables had a significant effect on the decision to choose a PTS with a value of F = 47.231 (p < 0.001) and R² = 0.564. The implications of this research emphasize the importance of strengthening digital marketing strategies and managing institutional reputation in increasing UMSU's competitiveness.
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Copyright (c) 2026 Eva Nirmala Sari Chaniago, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring
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