Word of Mouth Outperforms Social Media in Boosting Student Enrollment at Jakarta Vocational School
A 2026 study by researchers from Universitas Asa Indonesia Jakarta found that Word of Mouth communication has a stronger influence than social media promotion in increasing student enrollment at SMKS Krisanti Jakarta. The research showed that recommendations from alumni, students, and parents played a more decisive role in school selection than digital campaigns on platforms such as Instagram, Facebook, and TikTok. The findings highlight how trust-based communication remains critical in Indonesia’s increasingly competitive education sector.
The study was conducted by Yanti Nirmala and published in the 2026 edition of Jurnal Multidisiplin Madani (MUDIMA). Using Structural Equation Modeling–Partial Least Squares (SEM-PLS), the research analyzed how social media promotion and Word of Mouth jointly influence enrollment decisions at SMKS Krisanti Jakarta, a private vocational school operating in Indonesia’s highly competitive education market.
Indonesian Schools Face Intensifying Competition
Indonesia’s education sector has experienced rapid digital transformation in recent years. Schools increasingly rely on online marketing strategies to attract students as parents and prospective learners search for information through digital channels. Social media platforms now function as branding tools, promotional channels, and communication hubs for educational institutions.
At the same time, interpersonal recommendations continue to shape public trust in schools. Families often rely on advice from alumni, current students, relatives, and social networks when making educational decisions. In many cases, these personal recommendations are viewed as more credible than official advertising campaigns.
SMKS Krisanti Jakarta faces this dual challenge directly. Like many vocational schools in Indonesia, the institution competes not only on academic quality but also on its ability to communicate value effectively through digital platforms and community networks. The research explored how both promotional channels work together in influencing enrollment growth.
How the Study Was Conducted
The research used a quantitative explanatory approach with SEM-PLS analysis to examine relationships among promotional variables and student enrollment outcomes.
The study involved 120 respondents selected through purposive sampling. Participants included:
- Current students
- Alumni
- Parents
- Prospective students
Researchers selected respondents who had interacted with SMKS Krisanti’s social media or received information about the school through Word of Mouth communication.
The study measured social media promotion using several indicators:
- Content quality
- Posting frequency
- Engagement and interaction
- Branding consistency
- Information credibility
Meanwhile, Word of Mouth indicators included:
- Recommendations
- Positive experiences
- Trust
- Communication intensity
- Influence on decisions
The student enrollment variable was measured through interest in enrolling, confidence in school choice, willingness to recommend the school, and perceptions of school popularity.
Word of Mouth Had the Strongest Influence
The most significant finding showed that Word of Mouth had the strongest impact on student enrollment decisions.
The SEM-PLS analysis produced a path coefficient of β = 0.52 for Word of Mouth, compared with β = 0.45 for social media promotion. Both relationships were statistically significant, but interpersonal communication demonstrated greater persuasive power.
The study explained that recommendations from trusted individuals carry higher credibility because they are based on direct experience. Parents and prospective students were more likely to trust feedback from alumni or current students than formal promotional content produced by the school itself.
According to Yanti Nirmala from Universitas Asa Indonesia Jakarta, Word of Mouth functions as a “trust builder” in the educational decision-making process, while social media primarily acts as an “awareness builder.”
The findings support broader international marketing research showing that trust and social influence remain central to consumer decision-making, even in highly digital environments.
Social Media Still Played a Major Role
Although Word of Mouth proved more influential, social media promotion still significantly increased student enrollment.
The study found that platforms such as Instagram, Facebook, and TikTok effectively helped schools build visibility, improve institutional image, and attract initial interest from prospective students.
Researchers noted that Generation Z respondents, particularly those aged 16 to 17, are highly active digital users. This demographic spends considerable time interacting with social media content, making online promotion highly relevant for vocational schools.
The study identified several key elements behind successful educational social media campaigns:
- Consistent communication
- High-quality visual content
- Interactive engagement
- Credible information
- Strong branding
Researchers explained that social media is especially effective for creating first impressions and maintaining communication with prospective students. However, final enrollment decisions are often strengthened through trust-based interactions with peers and family networks.
Combined Strategies Produced Strong Results
One of the study’s central conclusions was that integrated marketing communication produces the best outcomes for schools.
Social media promotion and Word of Mouth together explained 68% of the variation in student enrollment decisions, reflected in the model’s R² value of 0.68.
This suggests that schools benefit most when they combine digital branding with strong interpersonal relationships and positive student experiences.
Researchers emphasized that schools cannot rely solely on advertising campaigns. Educational quality, student satisfaction, and institutional reputation also contribute to positive Word of Mouth communication.
The study noted that satisfied students often become informal ambassadors who promote schools organically through conversations with friends, relatives, and online communities.
Implications for Schools and Policymakers
The findings carry important implications for educational institutions across Indonesia, particularly vocational schools competing for enrollment in urban areas.
For school administrators, the research highlights the importance of investing in both digital marketing and community trust-building. Schools may benefit from:
- Strengthening alumni engagement programs
- Encouraging student testimonials
- Producing interactive digital content
- Combining online and offline promotional strategies
- Monitoring promotional performance through analytics
The study also suggests that educational policymakers should recognize the growing role of digital communication in shaping public perceptions of schools. Training in digital literacy and marketing strategy may become increasingly important for school management teams.
Researchers additionally recommended future studies examining how student satisfaction, school reputation, and service quality influence enrollment decisions in Indonesian education markets.
Author Profile
Yanti Nirmala, M.M. is a researcher and academic at Universitas Asa Indonesia Jakarta specializing in marketing management, educational marketing, digital communication, and consumer behavior. Her research focuses on how digital platforms and interpersonal communication shape decision-making in Indonesia’s education sector.
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