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The development of digital technology has brought about significant changes in marketing strategies, particularly in the increasingly competitive e-commerce sector. Shopee, as one of the largest marketplaces in Southeast Asia, utilizes digital marketing strategies intensively, including the use of various social media channels, paid advertising, and creative campaigns. Furthermore, Shopee holds massive promotions on special dates such as 9.9, 11.11, and 12.12, packaged with discounts, free shipping, and limited-time offers. This strategy also triggers the Fear of Missing Out (FOMO) phenomenon, where consumers are encouraged to make purchases immediately for fear of missing out on the opportunity to get the best deals. This study aims to analyze the influence of digital marketing, Shopee promotions on special dates, and FOMO on the purchasing interest of students at UIN Datokarama Palu. The study used a quantitative approach with a survey method. The sample consisted of 100 respondents selected using a simple random sampling technique. The research instrument was a questionnaire with a Likert scale, while data analysis was carried out using multiple linear regression using the SPSS program. The results showed that the digital marketing variable (X1) did not have a significant effect on student purchasing interest. In contrast, Shopee's special date promo (X2) and FOMO (X3) proved to have a positive and significant impact. These findings indicate that direct promotional strategies that provide tangible benefits and an emotional, urgency-based approach are more effective in influencing consumer behavior than general digital marketing strategies. Therefore, for e-commerce players, strengthening promotional campaigns that capitalize on specific moments and emotional triggers can be key to increasing sales among young consumers.

The purpose of this study is to examine the influence of self-efficacy on students’ interest in continuing their studies to higher education, with achievement motivation as a mediating variable. The research employs a quantitative approach using the survey method. The population in this study consisted of 211 students from SMKN 44 Jakarta. The sampling technique used was proportionate stratified random sampling, calculated using the Slovin formula with a 5% margin of error, resulting in a total sample of 138 students. The data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. The analysis process included the evaluation of the measurement model (outer model), the structural model (inner model), and hypothesis testing for direct and indirect effects. The results of the study demonstrate that: (1) self-efficacy has a positive and significant effect on achievement motivation; (2) self-efficacy has a positive and significant effect on students’ interest in continuing their studies to higher education; (3) achievement motivation also has a positive and significant effect on students’ interest in pursuing higher education; and (4) self-efficacy has a significant indirect effect on interest in continuing studies to higher education through achievement motivation as a mediating variable. These findings indicate that both self-efficacy and achievement motivation play important roles in shaping students' educational aspirations beyond secondary school. This study emphasizes the need for educational institutions to strengthen students’ belief in their own abilities and foster achievement motivation to increase their intention to pursue higher education. The findings contribute to the understanding of psychological factors that influence educational planning and can be used as a reference in developing academic guidance programs in vocational high schools.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

The development of digital technology has had a significant impact on the world of education, one of which is the introduction of various new media in learning, such as Smart TV. Smart TV, with its interactive multimedia features, offers a great opportunity to improve the quality and effectiveness of learning, particularly in increasing the enthusiasm and interest in reading for elementary school students. This study aims to determine the effectiveness of utilizing Smart TV as a digital transformation medium in increasing students' interest in reading at MI Darun Najah, Srobyong, Mlonggo, Jepara. The method used is a descriptive qualitative case study approach, involving fourth and fifth grade students and class teachers as research subjects. Data collection was carried out through participatory observation, in-depth interviews, and documentation to obtain a more comprehensive picture of the application of Smart TV in learning activities. The results of the study indicate that the use of Smart TV can increase active student engagement in the learning process. Students are more motivated and interested in reading, thanks to the attractive visual display and interactive multimedia features. Smart TV also creates a more enjoyable learning atmosphere, by integrating various types of media, such as images, videos, and text, which support learning. However, several obstacles were also found, including limited mastery of technology by teachers and limited time for technology integration in daily learning. Therefore, this study recommends ongoing training for teachers in operating Smart TVs and the development of a more flexible digital technology-based curriculum to maximize the benefits of using Smart TVs in elementary school learning. The study also suggests the need for regular evaluation of the effectiveness of Smart TV use in improving students' literacy skills.

This study explores the strategic use of garbarata as an advertising medium at Minangkabau International Airport, Padang. The garbarata, which is a connecting bridge between the terminal and the aircraft, has great potential as an exclusive advertising space and has high exposure to passengers. However, this potential has not been optimally maximized. This study uses a qualitative approach with a case study method. Data collection was conducted through in-depth interviews with airport management, direct observation of the garbarata conditions, and analysis of documentation related to advertising policies and non-aeronautical asset management. The results of the study indicate that there are several main obstacles in the use of garbarata as a promotional medium. These obstacles include minimal promotional activities to potential advertisers, unclear pricing systems for advertising space rentals, lack of collaboration with advertising agencies, and limitations in the provision of design services and visual creativity. This has led to low interest of companies in utilizing this media as part of their marketing strategy. To overcome these problems, this study proposes several development strategies, including: increasing active and planned promotional activities, setting flexible and competitive rental prices, strategic collaboration with professional advertising agencies, and providing creative design services to support the effectiveness of advertising messages. This strategy is expected to attract more companies to advertise on the aerobridge, thereby increasing the airport's non-aeronautical revenue. With proper optimization, the aerobridge will not only serve as a functional passenger facility but can also transform into a strategic asset supporting the airport's sustainable commercial development and creating added value for both the operator and its business partners.

This study aims to determine the effect of product quality and brand image on purchasing decisions through purchase intention as an intervening variable. The independent variables in this study are product quality and brand image, while the dependent variable is purchasing decision. There were 100 respondents as the research sample. Data were obtained from iPhone users among students in Padang City, with data analysis using SmartPLS 4.0. The results of this study indicate that product quality has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention, product quality has a positive and significant effect on purchase decisions, brand image has a positive but insignificant effect on purchase decisions, purchase intention has a positive and significant effect on purchase decisions, product quality has a positive and significant effect on iPhone purchase decisions through purchase intention as an intervening variable, and brand image has a positive but insignificant effect on iPhone purchase decisions through purchase intention as an intervening variable

The high unemployment rate and low entrepreneurial interest among graduates of the educational program at the Faculty of Economics and Business, Unesa, is a concerning issue. According to the Tracer Study data from the educational program, only a small percentage of graduates choose entrepreneurship. The statistics show that 15% of business education graduates, 23% of office administration education graduates, and only 3% of economics education graduates choose to become entrepreneurs. This indicates a lack of interest in entrepreneurship among educational program students. This study aims to analyze the influence of entrepreneurship practice courses, risk perception, and family environment on entrepreneurial interest among students of the educational program at the Faculty of Economics and Business, Unesa. The study employs a quantitative approach with data analysis techniques using SPSS version 25. The sample consists of 148 undergraduate students from the 2021 cohort of the educational program who have taken the entrepreneurship practice course. The findings indicate that the entrepreneurship practice course, risk perception, and family environment have a significant partial influence on entrepreneurial interest. Simultaneously, these three independent variables significantly contribute to entrepreneurial interest among students, accounting for 85.6%, while the remaining 14.4% is influenced by other factors not covered in this study. This research provides important insights into how academic factors, risk perception, and support from the family environment can affect students' entrepreneurial interest. It is expected that the findings can contribute to enhancing students' understanding and skills in entrepreneurship, making them more prepared to enter the entrepreneurial world after graduation. Ultimately, the results of this study can help increase the number of entrepreneurs in Indonesia, which will help reduce unemployment rates and strengthen the economy.

This research aimed to examine the influence of service quality and System Information Assurance (SIA) on the interest in using digital wallets among Accounting students at Politeknik Negeri Lampung. A purposive sampling method was employed, with a sample of 102 respondents selected through the distribution of questionnaires to Accounting students at the institution. The study focused on understanding how service quality and the assurance of system information (SIA) impacted the adoption and usage of digital wallets, which are increasingly popular in modern financial transactions. The data was analyzed using IBM SPSS version 26, employing statistical tests to determine the strength and significance of the relationship between these variables. The results of the analysis indicate that both service quality and SIA significantly influence students’ interest in using digital wallets. Specifically, the study found that better service quality and higher assurance of system security contribute positively to the students’ trust and interest in utilizing digital wallet applications. These findings suggest that financial service providers should prioritize improving service quality and strengthening system security measures to attract younger users, especially in academic settings where digital wallet usage is becoming more prevalent. Additionally, this research emphasizes the importance of understanding the factors that drive digital wallet adoption, particularly in the context of higher education students, who are key early adopters of digital payment solutions. The study’s findings offer valuable insights for digital wallet providers, educators, and policymakers in shaping strategies to enhance the acceptance and use of digital wallets among students in academic environments.

This study aims to analyze the influence of learning interest, learning discipline, and critical thinking skills on student learning outcomes in the Simple Financial Processing subject for class XI MPLB at SMK PGRI 2 Sidoarjo. Learning outcomes are understood as skills or abilities acquired by students after participating in the learning process, the success of which is measured through scores in the form of numbers, symbols, or letters. Three factors selected in this study as independent variables are learning interest, learning discipline, and critical thinking skills. This type of research is quantitative research with an explanatory approach, which aims to explain the cause-and-effect relationship between these variables. The population in this study were all 102 class XI MPLB students. The sampling technique used non-probability sampling with a total sampling type, so that the entire population was sampled. Data collection was carried out by distributing questionnaires to students. The data obtained were then analyzed using SPSS version 27 software. Before conducting multiple linear regression analysis, validity and reliability tests were first conducted to ensure that the instruments used were appropriate and consistent in measuring the variables studied. The analysis results show that the three independent variables—learning interest, learning discipline, and critical thinking skills—have a significant influence on student learning outcomes. Therefore, it can be concluded that improvements in these three aspects will positively impact student learning outcomes in the subjects studied.

This study aims to determine and analyze the influence of price perception, location, and market atmosphere on consumer purchase intention at Segiri Market in Samarinda City, both partially and simultaneously. The background of this research is based on the phenomenon of declining consumer interest in shopping at traditional markets, which has affected traders' income, even though Segiri Market is the main market with a strategic location in the city center. This phenomenon highlights the challenges traditional markets face in maintaining their appeal amid competition from modern markets and shopping malls. Therefore, it is important to explore factors that may influence consumer purchase intention at traditional markets. This research uses a quantitative approach, with data collection techniques through questionnaires distributed to 100 respondents who are visitors of Segiri Market. The collected data were then analyzed using multiple linear regression with the help of SPSS version 27. The results showed that, partially, the location variable had a significant effect on purchase intention, meaning that a strategic location could enhance the market's appeal to consumers. However, price perception and market atmosphere variables did not show a significant effect on purchase intention on their own. Nevertheless, simultaneously, all three variables (price perception, location, and market atmosphere) had a significant impact on consumer purchase intention. These findings have important implications for market managers and local governments to pay more attention to strategic locations and create a comfortable and attractive market atmosphere. This could increase the appeal of traditional markets, attract more visitors, and ultimately help boost traders' income and support the sustainability of traditional markets as part of the local cultural and economic identity.

Entrepreneurial management is a process that involves the ability of individuals to create, manage, and develop businesses effectively in order to survive and compete in the midst of dynamic market changes. In this context, interest, creativity, and connections are important factors that can drive the success of a business, especially in the Micro, Small, and Medium Enterprises (MSMEs) sector. This study aims to analyze the influence of interest (X1), creativity (X2), and connection (X3) on business success (Y) in food MSME actors in Sumberejo Village. This study uses a quantitative approach with a survey method. The main instrument used in data collection is a questionnaire that has been tested for validity and reliability. The number of respondents in this study was 77 people, who were selected using purposive sampling techniques based on certain criteria such as the length of business and the type of food products produced. Data analysis was carried out using multiple linear regression with the help of statistical software. The results of the study show that the variables of interest, creativity, and connection simultaneously or partially have a positive and significant effect on the success of MSME businesses. Thus, MSME actors who have a high interest in entrepreneurship, are able to create product innovations, and have a wide network of relationships, tend to have a greater chance of achieving business success. This research suggests the need for entrepreneurship training that not only focuses on the technical aspects of production, but also the development of soft skills and social networks. Thus, the empowerment of MSMEs in rural areas will be more optimal and sustainable. These findings are expected to be a reference for village governments, training institutions, and other related parties in formulating strategies to strengthen MSMEs in rural areas.

Entrepreneurship is not something that can only be achieved by individuals who have certain talents, on the contrary, by taking business risks in creating new opportunities, one can develop an entrepreneurial spirit. However, entrepreneurship must be accompanied by interest. Interest is a strong drive within a person to do something. Based on this study analyzing the influence of entrepreneurial skills on the success of a business, the type of descriptive research carried out through data collection in the field, the method used in this study is an explanatory survey. This article emphasizes that fostering entrepreneurial interest is not only beneficial for individual economic success, but also contributes to economic growth and innovation in society. The importance of encouraging entrepreneurial interest among young people as a foundation for building success in the world of entrepreneurship. By having a strong interest in entrepreneurship, young people can develop important life skills such as creativity, perseverance, risk management, and problem solving.

Pijat bayi merupakan salah satu bentuk stimulasi sentuhan yang dapat mendukung tumbuh kembang bayi, termasuk membantu mengatasi gangguan tidur. Meskipun praktik ini telah dikenal secara tradisional di Indonesia, pemahaman masyarakat mengenai manfaat dan teknik pijat bayi yang tepat masih terbatas. Penelitian ini bertujuan untuk mengetahui hubungan pengetahuan ibu tentang Pijat bayi terhadap minat melakukan Pijat bayi kepada tenaga kesehatan di Tempat Praktek Mandiri Bidan (TPMB) Iswati, Kecamatan Senduro, Kabupaten Lumajang. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan desain cross sectional. Populasi dalam penelitian ini adalah seluruh ibu yang memiliki bayi usia 1–12 bulan sebanyak 30 orang, dengan teknik total sampling. Analisis data menggunakan uji Chi-Square melalui aplikasi SPSS versi 25. Hasil penelitian menunjukkan bahwa terdapat hubungan yang signifikan antara pengetahuan ibu dengan minat melakukan baby massage ke tenaga kesehatan(p-value = 0,020 ; < alfa = 0,05). Temuan ini mengindikasikan bahwa semakin tinggi pengetahuan ibu, maka semakin besar pula minat mereka untuk melakukan pijat bayi secara profesional. Hasil penelitian ini diharapkan dapat menjadi dasar dalam pengembangan program edukasi bagi ibu mengenai pentingnya pijat bayi, serta menjadi referensi bagi penelitian selanjutnya.

This study aims to examine whether there is a correlation between the hedonistic lifestyle of STIE Bima students and their aspiration to purchase an iPhone. The hedonistic lifestyle, which focuses on the pursuit of pleasure and instant gratification, often drives individuals to acquire luxury and prestigious items such as the iPhone. However, issues related to the product, such as fast battery drainage, poor performance, and blocked IMEI, have been documented by users. These problems can affect the brand image and purchasing intentions. Furthermore, the temporary nature of hedonistic pleasure causes consumers to continually seek new products to fulfill their emotional desires, which could influence their purchasing decisions. Additionally, negative perceptions of a product’s value, price, or quality may lead consumers to hesitate in making a purchase. Therefore, it is essential to understand how the hedonistic factor interacts with the intention to buy a specific product, particularly among students who are often the primary consumers of electronic products like the iPhone. This study uses a quantitative method with an associative research strategy to explain the relationship between a hedonistic lifestyle and purchase intention. A total of 96 STIE Bima students were selected as the sample, using the Lemeshow algorithm. Data were collected through questionnaires, direct observation, and literature review. Data analysis was performed using various statistical methods, including validity and reliability tests, classical assumption tests (such as normality, multicollinearity, heteroscedasticity, and autocorrelation), as well as multiple linear regression analysis. t-tests (both partial and simultaneous) were used to test the impact of each variable on purchase intention. Correlation coefficients were used to measure the strength of relationships between the variables studied. The results of this study are expected to provide insights into how a hedonistic lifestyle influences iPhone purchasing decisions among students.

Motivasi belajar merupakan dorongan yang berasal dari internal maupun eksternal diri seseorang. Motivasi belajar menjadi faktor penting dalam keberhasilan pendidikan mahasiswa. Tetapi, rendahnya motivasi belajar masih menjadi kendala utama, yang disebabkan oleh kurangnya minat terhadap media pembelajaran yang digunakan. E-pocket book menjadi salah satu solusi alternatif karena bersifat praktis, mudah diakses, dan memuat materi pembelajaran secara ringkas namun padat. Tujuan dari penelitian ini untuk mengetahui adakah efektivitas pemberian E-pocket book anestesi untuk meningkatkan motivasi belajar mahasiswa pra-klinik. Penelitian ini menggunakan jenis eksperimen dengan desain one group pretest and posttest. Populasi dalam penelitian ini ialah mahasiswa D4 Keperawatan Anestesiologi Angkatan 2023. Teknik pengambilan sampel menggunakan teknik simple random sampling yaitu berjumlah 30 orang. Instrumen penelitian menggunakan kuesioner motivasi belajar. Analisa data menggunakan uji Wilcoxon. Hasil yang didapatkan ialah sebelum diberikan E-pocket book anestesi sebagian besar responden berada pada tingkat motivasi yang sedang dengan presentase 50% dan sesudah diberikan sebagian besar responden berada pada tingkt motivasi belajar yang tinggi dengan presentase 86.7% . Hasil uji Wilcoxon nilai p-value 0,001 maka nilai p-value <0,05.

This study aims to analyze the influence of the school environment and family environment on the learning interest of 8th-grade students at SMPN 1 Pangkalanbaru. Learning interest plays a crucial role in shaping students' academic performance and motivation. A conducive environment, both at school and at home, is believed to significantly contribute to the development of students' enthusiasm for learning. This research employed a quantitative method with a descriptive approach and utilized multiple regression analysis techniques to test the hypotheses. Data were collected through structured questionnaires distributed to 149 students from the 8th grade. The findings indicate that both the school and family environments have a positive and significant impact on students' interest in learning. The school environment's influence was confirmed by a simple linear regression coefficient of 0.229, while the family environment showed a stronger effect with a regression coefficient of 0.355. When tested simultaneously, both variables contributed to a combined effect on students' learning interest, with an R² value of 0.263, indicating that 26.3% of the variance in learning interest can be explained by these two factors. The remaining 73.7% is influenced by other variables not examined in this study, such as peer influence, personal motivation, teaching methods, and access to learning resources. These results underscore the importance of providing a supportive and engaging environment at both school and home to enhance students’ academic motivation. It is recommended that schools foster a positive atmosphere through effective teacher-student interactions, while families are encouraged to actively support their children's learning routines and emotional well-being. Further research is needed to explore other contributing factors and to develop holistic strategies that promote learning interest among junior high school students.

This study aims to analyze the effect of price and product quality on consumer purchasing interest at PT. Frisian Flag Indonesia in Pekanbaru Branch. The sample used in this study consisted of 50 consumers. Data analysis was carried out using several techniques, including validity tests, reliability tests, classical assumption tests, multiple linear regression, hypothesis tests, and coefficient of determination tests. Based on the results of the study, the t test shows that price has a significant influence on consumer purchasing interest, with a t-count of 2.908 which is greater than t-table 2.010 and a significance value of 0.005 which is smaller than 0.05. Similarly, product quality also has a significant effect on purchasing interest, with a t-count of 6.736 which is greater than t-table 2.010 and a significance value of 0.000 which is smaller than 0.05. Furthermore, the simultaneous test (F test) shows that price (X1) and product quality (X2) together have a significant effect on consumer purchasing interest. The F-test results yielded an F-count of 24.591, which is greater than the F-table of 3.191, with a significance value of 0.000, indicating that both variables have a significant influence. The coefficient of determination indicates that price and product quality contribute 51.1% to consumer purchase intention, while the remaining 48.9% is influenced by other factors not examined in this study.

This study aims to determine the influence of marketing communications through Instagram on Generation Z's shopping interest in Makassar, with a focus on dyaozha clothing products. A qualitative approach was adopted, utilizing methods such as observation, documentation, and in-depth interviews with Generation Z consumers. The research participants included shop owners and followers of the dyaozha Instagram account. The findings reveal that marketing communications through Instagram—particularly through the use of engaging visual content, appealing design implementation, and active interaction—play a crucial role in shaping Generation Z's shopping interest. Instagram features such as Stories, Reels, interactive polls, and comment sections enable brands to connect more personally with potential buyers. Attention-grabbing content helps build initial interest, while endorsements and testimonials contribute to trust and credibility. Furthermore, consistent interaction between the brand and followers fosters emotional connection and brand loyalty. These factors collectively influence both interest and purchasing decisions among the Gen Z demographic. The study concludes that dyaozha’s strategic use of Instagram marketing communications has proven effective in influencing the shopping behavior of its target audience. Recommendations for dyaozha include the continuous optimization of Instagram's interactive features—such as Q&A sessions, behind-the-scenes content, and user-generated content campaigns—to sustain engagement and improve conversion rates. Additionally, it is suggested that dyaozha expands its reach by targeting broader market segments and utilizing data-driven content strategies to adapt to evolving consumer preferences. This research highlights the vital role of social media in modern marketing strategies, especially when targeting digitally native audiences like Generation Z.

This study aims to determine the effect of entrepreneurship education and the school environment on the entrepreneurial interest of Vocational High School (SMK) students in South Jakarta. The background of this study is based on the importance of developing an entrepreneurial spirit among the younger generation as a strategic effort in facing employment challenges and encouraging the creation of new jobs. SMK students are seen as potential entrepreneurs who need to be equipped with entrepreneurial knowledge, skills, and attitudes from an early age. Therefore, entrepreneurship education and the school environment are two crucial factors that can shape entrepreneurial mindsets and motivations. This study uses a quantitative approach with an associative research type. The study population was students from five vocational high schools spread across South Jakarta. A sample of 173 respondents was selected through a stratified random sampling technique based on school strata and gender to obtain representative data. Data were collected using a closed questionnaire instrument that has been tested for validity and reliability. The data analysis technique used was multiple linear regression, which began with classical assumption tests such as normality, multicollinearity, heteroscedasticity, and linearity. The results of the study indicate that partially, entrepreneurship education has a positive and significant influence on students' entrepreneurial interest. Similarly, the school environment also has a positive and significant influence. Simultaneously, both variables contribute to increasing entrepreneurial interest, with an Adjusted R Square value of 0.412. This means that 41.2% of the variation in entrepreneurial interest can be explained by entrepreneurship education and the school environment, while 58.8% is influenced by other factors. These findings emphasize the important role of schools in creating a learning ecosystem that encourages innovation, independence, and an entrepreneurial spirit among students.

This research investigates the underlying factors that shape the interest of students from the 2024 cohort in enrolling in the Bachelor of Mechanical Engineering Education Program at the Faculty of Engineering, Universitas Negeri Padang. Utilizing a descriptive quantitative methodology, data were gathered through a structured, closed-ended questionnaire administered to the entire cohort, which consisted of 89 students. The analysis reveals that the overall level of student interest is categorized as high, with a notable percentage of 55%. Several key variables were identified as influential: (1) self-awareness factors encompassing physical capabilities, intellectual aptitude, intrinsic motivation, and innate talent were rated in the very high category at 56%; (2) familial influences such as the provision of information, emotional support, and parenting styles also ranked very high at 46%; (3) school-related elements including the accessibility of school information systems, teacher roles, peer dynamics, and hands on learning experiences were classified in the high category with 44%; and (4) social media engagement specifically the frequency of use and the quality of educational content was likewise in the high category, scoring 48%. These findings underscore the multifaceted nature of student decision-making, with self-awareness emerging as the most prominent determinant in shaping academic program choices. The study highlights the need for educational institutions to consider these interrelated dimensions when developing recruitment strategies and academic guidance frameworks.