Omnichannel Marketing and JOIN Platform Experience for Digital Brand Engagement and Student Enrollment Intention
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Digital technology has transformed university recruitment by making online platforms and marketing communication important factors in prospective students' enrollment decisions. This study examines the effects of Platform Experience (JOIN) and Omnichannel Marketing on Enrollment Intention, with Digital Brand Engagement as a mediating variable at Universitas Raharja. A quantitative approach was applied using online questionnaire data from 172 prospective students who had interacted with the JOIN platform or the university's official digital recruitment channels. The data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS to test direct relationships and mediating effects. The findings show that Omnichannel Marketing positively influences Digital Brand Engagement, which subsequently strengthens Enrollment Intention. In contrast, Platform Experience has no significant direct effect on Digital Brand Engagement, suggesting that platform usability and technical quality alone may not create meaningful connections with prospective students. Clear communication, consistent messages across channels, relevant information, and interactive digital experiences are therefore important for encouraging student engagement and interest in enrollment. These results suggest that universities should align their digital recruitment platforms with coordinated omnichannel strategies and opportunities for meaningful interaction. The study provides empirical evidence concerning the mediating role of Digital Brand Engagement and offers practical insights for improving recruitment communication, strengthening relationships with prospective students, and developing a more effective digital recruitment ecosystem in increasingly competitive environments.
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Copyright (c) 2026 Tuti Nurhaeni, Ora Plane Maria Daeli, Qurotul Aini, Jessica Wilson, Untung Rahardja, Yunita Wulansari
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