THE EFFECT OF DIGITAL MARKETING AND NETWORKING ON SCHOOL CHOICE DECISIONS MEDIATED BY SCHOOL REPUTATION : A STUDY AT DARUSSALAM 2 ISLAMIC EDUCATION FOUNDATION VOCATIONAL HIGH SCHOOL, CERME

Abstract

The increasing competition among private vocational schools requires educational institutions to implement effective marketing strategies to attract prospective students. Despite having extensive industry partnerships and active digital marketing initiatives, SMK YPI Darussalam 2 Cerme experienced a decline in student enrollment during the 2025/2026 academic year. This phenomenon indicates the need to examine the factors influencing school selection decisions. This study aims to analyze the effects of Digital Marketing and Networking on School Selection Decisions, with School Reputation serving as a mediating variable. The research was conducted at SMK YPI Darussalam 2 Cerme, a private vocational high school in Gresik, East Java, Indonesia. Digital Marketing refers to the utilization of digital platforms such as social media, websites, and online communication channels to promote school programs and services. Networking represents the school's collaborative relationships with business and industrial sectors, while School Reputation reflects public perceptions regarding the institution’s quality, credibility, and achievements. This study employs a quantitative approach to examine both direct and indirect relationships among the variables. The findings are expected to provide empirical evidence regarding the role of Digital Marketing and Networking in enhancing School Reputation and influencing prospective students' school selection decisions. Furthermore, the results are anticipated to contribute to the development of educational marketing strategies, particularly for vocational schools seeking to strengthen their competitiveness and sustainability in the increasingly dynamic educational environment.