Role of Digital Marketing on Value of Firm at Politeknik Negeri Samarinda
Keywords:
digital marketing, marketing value, brand, switching intention, retention rateAbstract
Competition among higher education institutions in attracting new students has encouraged educational institutions to adopt increasingly adaptive marketing strategies, one of which is digital marketing. This study aims to analyze the role of digital marketing in influencing the value of the firm at Politeknik Negeri Samarinda. The research employs a qualitative approach, with new students of the 2025 cohort as the main informants. Data were collected through semi-structured in-depth interviews, observation of the institution’s official digital media (social media and website), and documentation studies. Data analysis refers to the model of Miles, Huberman, and Saldaña, ensuring data validity through triangulation and member checking. The results show that brand awareness and brand preference of Politeknik Negeri Samarinda are more dominantly shaped by social recommendations from family, friends, and relatives rather than exposure to digital marketing. Digital marketing has not made a significant contribution in influencing students’ initial decisions to choose Polnes. Meanwhile, the retention rate and student satisfaction levels are very high, but are more influenced by internal institutional factors such as the learning environment, quality of lecturers, tuition fees, and support from the academic community. In terms of the switching intention indicator, a relatively moderate tendency was found, although the level of students’ willingness to recommend Polnes to others is quite high. Overall, this study indicates that the role of digital marketing in shaping the value of the firm at Politeknik Negeri Samarinda remains limited and has not been optimally integrated as a long-term institutional value-building strategy. These findings provide implications for higher education managers to strengthen more targeted, consistent, and value-oriented digital marketing strategies
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Copyright (c) 2026 HERDI SYAM, Muhammad Ramadhani, Kiki Agustina, Ahyar Muahmmad Diah, Della Olivia Caterina Kalangit
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