This work is licensed under a Creative Commons Attribution 4.0 International License.
Omnichannel Marketing and JOIN Platform Experience for Digital Brand Engagement and Student Enrollment Intention
Corresponding Author(s) : Ora Plane Maria Daeli
Startupreneur Business Digital (SABDA Journal),
Vol. 5 No. 2 (2026): October
Abstract
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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- U. Rahardja, G. P. Cesna, R. Nuraeni, M. S. Gunawan, and J. Parker, “An analysis of the orange technology approach in short video-based digital marketing strategies,” ADI Bisnis Digital Interdisiplin Jurnal, vol. 7, no. 1, pp. 15–24, 2026.
- R. Al-Dmour, H. Al-Dmour, and A. Al-Dmour, “The role of marketing mix and social media strategies in influencing international students’ university choices in jordan,” Journal of International Students, vol. 14, no. 4, pp. 642–663, 2024.
- I. N. Pratiwi, D. D. O. Prabawati, E. D. Wahyuni, N. Nursalam, I. Y. Widyawati, and N. A. Yahaya, “En- trepreneurship in social media literacy and intentions for diabetes prevention among adolescent students,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 1, pp. 85–98, 2026.
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- R. G. Munthe, M. Susan, and B. M. Sulungbudi, “The role of internal marketing in building organizational commitment and reducing turnover intention affecting the improved performance of life insurance agents in indonesia,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 1, pp. 56–71, 2024.
- W. Usino, M. M. Sari, F. P. Oganda, O. P. M. Daeli, and E. Smith, “Artificial intelligence integration for sustainable business model innovation insights from global startups,” Smart Human-centered Emerging Research in Machine Intelligence, vol. 1, no. 2, pp. 82–89, 2025.
- E. Erika, B. S. Riza, S. Maulana, and S. Rahagi, “Mapping the nexus of strategic management and sustainable development goals 12 with a focus on innovation: A bibliometric analysis,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 71–84, 2025.
- Z. Yang, D. Hu, and X. Chen, “The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective,” Internet Research, vol. 35, no. 3, pp. 1029–1064, 2025.
- I. Hidayat-Ur-Rehman, “Digital competence and students’ engagement: a comprehensive analysis of smartphone utilization, perceived autonomy and formal digital learning as mediators,” Interactive technology and smart education, vol. 21, no. 3, pp. 461–488, 2024.
- Q. H. Hidayah, R. P. Laksana, A. Prabowo, and D. S. Simatupang, “Iot-based home security system: Esp32-cam integration and real-time notification,” International Transactions on Education Technology (ITEE), vol. 4, no. 2, pp. 149–161, 2026.
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- R. Isaacs and D. Mulder, “Enhancing south africans universities engagement during student recruitment through social media marketing,” Perspectives: Policy and Practice in Higher Education, vol. 29, no. 4, pp. 256–266, 2025.
- S. F. Enyoojo, C. E. Ijah, E. M. Etukudo, I. M. Usman, C. S. Ezeonuogu, T. Adaramati, A. Kabanyoro, M. E. F. Diaz, Y. D. Rosales, and E. Aigbogun, “Satisfaction and learning experience of students using online learning platforms for medical education,” BMC Medical Education, vol. 24, no. 1, p. 1398, 2024.
- F. Sutisna, N. Lutfiani, E. Anderson, D. Danang, and M. O. Syaidina, “E-commerce and digital marketing strategies: Their impact on startupreneur performance using pls-sem,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 2, pp. 215–223, 2025.
- A. J. Mou, “Marketing capstone insights: Leveraging multi-channel strategies for maximum digital conversion and roi,” Review of Applied Science and Technology, vol. 3, no. 04, pp. 01–28, 2024.
- K. Moyo, S. D. W. Prajanti, M. Muhtarom, and F. Adzim, “Evaluating the impact of interdisciplinary learning factory models on innovation skills using statistical analysis,” International Transactions on Education Technology (ITEE), vol. 4, no. 2, pp. 100–115, 2026.
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- P. A. Sunarya, R. A. Sunarjo, M. Abbas, O. A. Al-Kamari, and S. Maulana, “Ai-driven educational data analytics and intelligent tutoring in learning factory environments,” International Transactions on Education Technology (ITEE), vol. 4, no. 1, pp. 14–30, 2025.
- A. Andika, “Competitive strategies in student recruitment among indonesian universities: The role of digital marketing, social media, and institutional branding,” Jurnal Rumpun Manajemen dan Ekonomi, vol. 2, no. 6, pp. 458–465, 2025.
- S. K. Sethi, K. Hextrum, and K. Pericak, “Recruitment of international college athletes (icas) to the united states: A bourdieuian examination of pathways to success,” Journal of Issues in Intercollegiate Athletics, vol. 18, no. 1, p. 7, 2025.
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- M. Choiri, E. S. Pramudito, F. Sutisna, and R. S. Sean, “Business artificial intelligence for enhancing sustainable decision intelligence,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 106–116, 2025.
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References
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R. Al-Dmour, H. Al-Dmour, and A. Al-Dmour, “The role of marketing mix and social media strategies in influencing international students’ university choices in jordan,” Journal of International Students, vol. 14, no. 4, pp. 642–663, 2024.
I. N. Pratiwi, D. D. O. Prabawati, E. D. Wahyuni, N. Nursalam, I. Y. Widyawati, and N. A. Yahaya, “En- trepreneurship in social media literacy and intentions for diabetes prevention among adolescent students,” Aptisi Transactions on Technopreneurship (ATT), vol. 8, no. 1, pp. 85–98, 2026.
Q. Aini, H. Setiyowati, R. S. Ikhsan, A. Amroni, and L. Pasha, “Integrating midjourney scripts into architectural design for aesthetic innovation,” International Transactions on Artificial Intelligence, vol. 4, no. 1, pp. 37–48, 2025.
R. G. Munthe, M. Susan, and B. M. Sulungbudi, “The role of internal marketing in building organizational commitment and reducing turnover intention affecting the improved performance of life insurance agents in indonesia,” Aptisi Transactions on Technopreneurship (ATT), vol. 6, no. 1, pp. 56–71, 2024.
W. Usino, M. M. Sari, F. P. Oganda, O. P. M. Daeli, and E. Smith, “Artificial intelligence integration for sustainable business model innovation insights from global startups,” Smart Human-centered Emerging Research in Machine Intelligence, vol. 1, no. 2, pp. 82–89, 2025.
E. Erika, B. S. Riza, S. Maulana, and S. Rahagi, “Mapping the nexus of strategic management and sustainable development goals 12 with a focus on innovation: A bibliometric analysis,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 71–84, 2025.
Z. Yang, D. Hu, and X. Chen, “The role of omnichannel integration and digital value in building brand trust: a customer psychological perception perspective,” Internet Research, vol. 35, no. 3, pp. 1029–1064, 2025.
I. Hidayat-Ur-Rehman, “Digital competence and students’ engagement: a comprehensive analysis of smartphone utilization, perceived autonomy and formal digital learning as mediators,” Interactive technology and smart education, vol. 21, no. 3, pp. 461–488, 2024.
Q. H. Hidayah, R. P. Laksana, A. Prabowo, and D. S. Simatupang, “Iot-based home security system: Esp32-cam integration and real-time notification,” International Transactions on Education Technology (ITEE), vol. 4, no. 2, pp. 149–161, 2026.
E. Toros, G. Asiksoy, and L. S¨ur¨uc¨u, “Refreshment students’ perceived usefulness and attitudes towards using technology: a moderated mediation model,” Humanities and Social Sciences Communications, vol. 11, no. 1, p. 333, 2024.
Q. Aini, S. H. Lase, A. Adiwijaya, F. I. Ningrum, D. A. Prabowo, and T. Green, “Adaptive legal architectures for governing autonomoustechnologies in sustainable digital societies,” Legal Autonomous Web-based Governance (LAW), vol. 1, no. 1, pp. 56–67, 2026.
W. Guo, Q. Bao, K. Y. Lee, and M. Guo, “Promoting sustainable digital cultural heritage preservation: A study on designers’ satisfaction with a digital platform using tam, ttf, and ann,” Sustainability, vol. 17, no. 23, p. 10554, 2025.
M. Siahaan, S. Kosasi, N. Sukendri, and A. Husain, “Enhancing smes business performance through strategic digital transformation,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 85–96, 2025.
R. Isaacs and D. Mulder, “Enhancing south africans universities engagement during student recruitment through social media marketing,” Perspectives: Policy and Practice in Higher Education, vol. 29, no. 4, pp. 256–266, 2025.
S. F. Enyoojo, C. E. Ijah, E. M. Etukudo, I. M. Usman, C. S. Ezeonuogu, T. Adaramati, A. Kabanyoro, M. E. F. Diaz, Y. D. Rosales, and E. Aigbogun, “Satisfaction and learning experience of students using online learning platforms for medical education,” BMC Medical Education, vol. 24, no. 1, p. 1398, 2024.
F. Sutisna, N. Lutfiani, E. Anderson, D. Danang, and M. O. Syaidina, “E-commerce and digital marketing strategies: Their impact on startupreneur performance using pls-sem,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 6, no. 2, pp. 215–223, 2025.
A. J. Mou, “Marketing capstone insights: Leveraging multi-channel strategies for maximum digital conversion and roi,” Review of Applied Science and Technology, vol. 3, no. 04, pp. 01–28, 2024.
K. Moyo, S. D. W. Prajanti, M. Muhtarom, and F. Adzim, “Evaluating the impact of interdisciplinary learning factory models on innovation skills using statistical analysis,” International Transactions on Education Technology (ITEE), vol. 4, no. 2, pp. 100–115, 2026.
H. Yaseen, A. S. Mohammad, N. Ashal, H. Abusaimeh, A. Ali, and A.-A. A. Sharabati, “The impact of adaptive learning technologies, personalized feedback, and interactive ai tools on student engagement: The moderating role of digital literacy,” Sustainability, vol. 17, no. 3, p. 1133, 2025.
P. A. Sunarya, R. A. Sunarjo, M. Abbas, O. A. Al-Kamari, and S. Maulana, “Ai-driven educational data analytics and intelligent tutoring in learning factory environments,” International Transactions on Education Technology (ITEE), vol. 4, no. 1, pp. 14–30, 2025.
A. Andika, “Competitive strategies in student recruitment among indonesian universities: The role of digital marketing, social media, and institutional branding,” Jurnal Rumpun Manajemen dan Ekonomi, vol. 2, no. 6, pp. 458–465, 2025.
S. K. Sethi, K. Hextrum, and K. Pericak, “Recruitment of international college athletes (icas) to the united states: A bourdieuian examination of pathways to success,” Journal of Issues in Intercollegiate Athletics, vol. 18, no. 1, p. 7, 2025.
A. Simanjuntak, A. Sutarman, S. A. Anjani, and A. Nuche, “Integrating artificial intelligence in e-learning for organizational well-being through orange technology mapping,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 13–26, 2025.
H. Y. Osrof, C. L. Tan, S. F. Yeo, and K. K. Tan, “Unveiling the truth: are farmers ready for smart agriculture? insights from a hybrid pls-sem-ann approach,” Journal of Modelling in Management, vol. 21, no. 1, pp. 357–391, 2026.
H. Y. N. Heri, “The effect of fragmentation as a moderation on the relationship between supply chain management and project performance,” ADI Journal on Recent Innovation, vol. 6, no. 1, pp. 54–64, 2024.
I. O. Asante, Y. Jiang, and X. Luo, “Leveraging online omnichannel commerce to enhance consumer engagement in the digital transformation era,” Journal of Theoretical and Applied Electronic Commerce Research, vol. 20, no. 1, p. 2, 2024.
M. Choiri, E. S. Pramudito, F. Sutisna, and R. S. Sean, “Business artificial intelligence for enhancing sustainable decision intelligence,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 7, no. 1, pp. 106–116, 2025.
Ministry of Primary and Secondary Education, “Accelerating education transformation, the president launches digital learning for 288,000 schools,” Nov. 2025, official Indone- sian government website. [Online]. Available: https://www.kemendikdasmen.go.id/en/press-release/ 14151-accelerating-education-transformation-the-president-launches-digital-learning-for-288000-schools
C. Lukita, K. D. Hartomo, F. P. Oganda, Q. Aini, R. Rosdiana, M. M. Sari, and R. N. Muti, “Empirical study on intelligent information system integration for digital transformation in accounting education,” in 2025 4th International Conference on Creative Communication and Innovative Technology (ICCIT). IEEE, 2025, pp. 1–7.
C. A. M. Espelita, R. G. Atento, and A. G. Atento, “Social media marketing and enrollment intent among college-bound learners: Evidence from a private higher education institution in region iv-a, philippines,” Journal of Enterprise Strategy and Management Innovation (JESMI), vol. 1, no. 1, 2026.
Q. Aini, E. Sediyono, K. D. Hartomo, D. Manongga, U. Rahardja, I. Sembiring, and N. A. Santoso, “Rela- tionship quality analysis using technology in the business sector,” in 2023 11th International Conference on Cyber and IT Service Management (CITSM). IEEE, 2023, pp. 1–6.