Examining the role of digital promotion, referral, and CRM in shaping decisions to enroll in RPL programs

Clarisa Adinda; Ike Kusdyah Rachmawati; Muhammad Bukhori

doi:10.32815/jibeka.v20i3.2546

Authors

Clarisa Adinda Institut Teknologi dan Bisnis Asia Malang
Ike Kusdyah Rachmawati Institut Teknologi dan Bisnis Asia Malang
Muhammad Bukhori Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.32815/jibeka.v20i3.2546

Keywords:

digital promotion, referral, customer relationship management, study decision, recognition of prior learning

Abstract

This study aims to examine the effects of digital promotion, referral, and customer relationship management (CRM) on study decisions in the Recognition of Prior Learning (RPL) program at Institut Teknologi dan Bisnis ASIA Malang. A quantitative approach was employed to analyze the partial and simultaneous effects of the independent variables on prospective students’ decisions to choose the RPL program. Data were collected through questionnaires distributed to respondents associated with the RPL program and analyzed using appropriate statistical techniques. The results indicate that digital promotion has a positive and significant effect on study decisions, suggesting that accessible digital information, engaging promotional content, and clear communication can strengthen prospective students’ interest and confidence. Referral also has a positive and significant effect, indicating that recommendations from alumni, current students, family members, and colleagues can enhance trust in the RPL program. Furthermore, CRM has a positive and significant effect on study decisions, particularly through effective information services, prompt communication, consultation accessibility, and responsiveness to prospective students’ needs. These findings highlight the importance of integrating digital promotion, referral strategies, and relationship-based services to strengthen enrollment decisions in RPL programs.

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