Role of Promotion Content Hierarchy on the Increase of Students (An Analysis of AISAS on Accounting Students at IBI Kosgoro 1957 Jakarta)

Abstract

Purpose: The number of students who are enrolled at private campuses such as IBI Kosgoro 1957 is one of the indications of success. The purpose is to measure the role of the digital promotion hierarchy at this IBI Kosgoro 1957 campus. The theories are digital marketing communications, hierarchy effects of human behavior and the AISAS model, supported by theory of consumer behavior and promotional content and narrative of marketing communication contents. Design/Methodology/Approach: This study uses a positivistic paradigm, with quantitative data processing by distributing questionnaires to 100 accounting students at IBI-K57. Data are processed using simple linear regression and average analysis for descriptive data processing. Findings: The students have reached the Action level (4.05) in the behavioral hierarchical effect of digital promotional content by the IBI-K57 campus. It appears a weak significant effect between digital promotional content and students' interest in registering at IBI-K57 which is equal to 31.9%. The regression equation is Y = 1.981 + 0.458X (Digital Promotion Content). Implications/Originality/Value: It is clear that creating digital promotional content that is more sensible and relevant to the trend is very important for the campus in order to attract more students of this generation to enroll in this institution