Innovation in Smart Marketing: The Role of Technopreneurs in Driving Educational Improvement

Authors

  • Umi Rusilowati University Pamulang
  • Fitra Putri Oganda Mfinitee Incorporation
  • Reymund Rahardja University of Raharja
  • Tio Nurtino Ilearning Incorporation
  • Elsevier Aimee Eduaward incorporation

DOI:

https://doi.org/10.34306/att.v5i3.359

Keywords:

Education marketing, SmartPLS, Inclusive education policies, Industry-education collaboration, Educational institution image

Abstract

This study explores the influence of marketing strategies, technology utilization, inclusive education policies, and collaboration with the industry sector on the positive image of educational institutions. Employing the SmartPLS approach and statistical analysis, the findings indicate that responsive marketing strategies, effective technology utilization, inclusive policies, and partnerships with the industry sector significantly impact the institution's image in education. In this research, it was found that market-responsive marketing strategies significantly affect the positive institutional image (T-statistics: 13.197), followed by technology utilization playing a crucial role in building a positive image (T-statistics: 11.735). Inclusive education policies and collaboration with the industry sector also have a significant impact on enhancing the institution's image (Inclusive Education Policy - Positive Image, T-statistics: 5.928; Collaboration with Industry Sector - Positive Image, T-statistics: 8.834). The research results affirm the importance of implementing adaptive marketing strategies and advanced technology in constructing a positive image of educational institutions in the eyes of the public. By strengthening these factors, educational institutions have the opportunity to meet stakeholders' expectations regarding the provided educational services. This study contributes significantly to understanding the factors influencing the reputation of educational institutions and provides strategic guidance for developing the educational institution's image towards a more positive and ad  aptive direction.

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Published

2023-11-28

How to Cite

Rusilowati, U., Oganda, F. P., Rahardja, R., Nurtino, T., & Aimee, E. (2023). Innovation in Smart Marketing: The Role of Technopreneurs in Driving Educational Improvement. Aptisi Transactions on Technopreneurship (ATT), 5(3), 305–318. https://doi.org/10.34306/att.v5i3.359

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