DIGITAL MARKETING DAN PERILAKU PENCARIAN INFORMASI PESERTA DIDIK
Keywords:
Digital marketing; perilaku pencarian informasi; peserta didik; pemasaran pendidikan; pengambilan keputusan pendidikanAbstract
Perkembangan teknologi digital telah mengubah secara fundamental cara peserta didik mencari, mengakses, dan mengevaluasi informasi pendidikan. Digital marketing tidak lagi berfungsi sekadar sebagai alat promosi, tetapi telah menjadi lingkungan informasi yang memengaruhi perilaku pencarian informasi peserta didik secara menyeluruh. Penelitian ini bertujuan untuk menganalisis peran digital marketing dalam membentuk perilaku pencarian informasi peserta didik dalam memilih lembaga pendidikan. Penelitian ini menggunakan pendekatan kualitatif dengan jenis studi deskriptif-analitis. Data dikumpulkan melalui analisis dokumen digital, konten pemasaran lembaga pendidikan, serta telaah literatur empiris yang relevan, kemudian dianalisis menggunakan teknik analisis tematik. Hasil penelitian menunjukkan bahwa digital marketing berperan sebagai pemicu awal pencarian informasi, memengaruhi pola dan intensitas pencarian melalui berbagai kanal digital, membentuk persepsi dan evaluasi informasi, serta mendukung proses pengambilan keputusan secara bertahap. Selain itu, digital marketing menciptakan lingkungan informasi yang interaktif dan partisipatif, di mana peserta didik berperan aktif dalam proses pencarian dan validasi informasi pendidikan. Temuan ini berimplikasi pada pentingnya pengelolaan strategi digital marketing yang terintegrasi, kredibel, dan berorientasi pada kebutuhan informasi peserta didik. Penelitian ini memberikan kontribusi konseptual bagi pengembangan kajian manajemen pemasaran pendidikan, khususnya dalam memahami hubungan antara digital marketing dan perilaku pencarian informasi peserta didik di era digital
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