PREVALENCE OF DIGITAL MARKETING TO INCREASE STUDENT ENROLLMENT IN SINGAPORE INTERNATIONAL SCHOOL

Abstract

In this fast-paced digital world, it is becoming hard to increase enrollment of students. In spite of that, digital marketing has become a proven way to reach more students and families who do online research to find out the best educational institutions. However, a lack of research related to its relationship with enrollment of an educational institution. Therefore, this research aims to understand how digital marketing affects the student enrollment of educational institution. By utilizing questionnaire as data collection tool, this research got 81 valid and reliable respondents from parents of Singapore International School. It resulted in fact that digital marketing simultaneously and p4artially affect the school’s enrollment. The positive correlation suggests school to increase their attention on improving their ability in digital marketing in order to increase student enrollment and build up better brand image among their students or customers