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This study investigates the influence of discount programs, digital marketing strategies, and service quality on prospective students’ decisions to enroll at STIE Surakarta. The increasingly competitive landscape of private higher education in Indonesia requires institutions to formulate effective marketing strategies that can address the expectations and behavioral tendencies of Generation Z. A quantitative approach was employed using survey data from 36 new students selected through purposive sampling based on their participation in discount-based admission programs. The research instruments were validated through correlation tests and demonstrated reliable internal consistency. Data were analyzed using multiple linear regression to identify both partial and simultaneous effects among the variables. The findings reveal that discount offers are the only variable that significantly affects enrollment decisions, indicating that financial incentives remain a dominant consideration for prospective students evaluating private tertiary education options. Meanwhile, digital marketing and service quality, although yielding positive regression coefficients, do not show significant partial effects. However, the three variables collectively have a significant simultaneous effect, suggesting that enrollment decisions are shaped by a combination of economic, promotional, and perceptual factors. The model explains 45.7% of the variance in enrollment decisions. These results highlight the need for higher education institutions to balance financial incentives with consistent digital marketing execution and improved service delivery. The study contributes to the expanding literature on student decision-making behavior and offers practical insights for strengthening competitive marketing strategies in private higher education.

The rapid advancement of smartphone technology has shaped consumer buying behavior, especially among students who depend on these devices for learning and social interaction. This research examines how product features and price perceptions influence students’ decisions to purchase Oppo smartphones in Malang City. Using a quantitative research design, data were obtained through questionnaires distributed to 428 respondents and processed using multiple linear regression analysis. The findings indicate that both product features and perceived price positively and significantly affect purchasing decisions, with product features demonstrating a more dominant role. The proposed model accounts for 66.2% of the variance in purchase decisions, suggesting that these two factors play a substantial part in shaping consumer choices. The results highlight the need for manufacturers like Oppo to focus on continuous feature improvements and maintain competitive pricing to strengthen market appeal. It is also suggested that future studies integrate additional variables such as brand image, marketing promotions, or user experience to offer a broader and more in-depth explanation of the determinants influencing smartphone purchase behavior.

This study aims to determine the effect of financial literacy and financial self-efficacy on risky credit behavior in using paylater (survey of students in tasikmalaya city). The method used in this research is a quantitative method through a survey approach. With a research sample of 100 students in Tasikmalaya City who use PayLater. The data used is using primary data. The analytical tool used in this research is multiple regression using SPSS 26.0. The results showed that financial literacy has a good assessment classification, financial self-efficacy has a good assessment and risky credit behavior has a good assessment classification for students in Tasikmalaya City who use PayLater. Simultaneously financial literacy and financial self-efficacy have a significant influence on risky credit behavior. Partially, financial literacy does not have a significant effect on risky credit behavior and financial self-efficacy has a significant effect on risky credit behavior in students in Tasikmalaya City who use PayLater.  

The development of financial management was pioneered by the behavior of a person in the decision-making process. Financial management must lead to responsible financial behavior so that all finances for both individuals and families can be managed properly. Early financial planning will help a person to realize his life goals. A student is an age at the stage of self-development to establish attitudes and lifestyle behaviors and be able to carry out good financial planning by understanding financial literacy correctly. This research was conducted by distributing questionnaires via Google form to students at SMKN 1 Jetis who met the research criteria, namely ages 16-18 years. The research sample was 1256 students using a purposive sampling technique, so that 93 respondents were needed. The data analysis technique uses multiple linear regression data analysis with the help of SPSS 25. The results show that the financial literacy variable has a positive and significant influence on financial management behavior, lifestyle has a positive and significant influence on financial management behavior, and financial literacy and lifestyle variables simultaneously influence the behavior of financial management.