Immersive, Spiritual, and Differentiation Marketing Strategies on Perceived Value and Their Implications for Student Trust

Lati Sari Dewi; Nandan Limakrisna; Cartono

doi:10.55927/ijabm.v5i5.31

Authors

Lati Sari Dewi Universitas Pasundan
Nandan Limakrisna Universitas Pasundan
Cartono Universitas Pasundan

DOI:

https://doi.org/10.55927/ijabm.v5i5.31

Keywords:

Immersive Marketing Strategy, Spiritual Marketing Strategy, Differentiation Strategy, Student Perceived Value, Student Trust, Vocational Education, SMK Pusat Keunggulan.

Abstract

This study examines the influence of immersive marketing, spiritual marketing, and differentiation strategies on student perceived value and its implications for student trust at Vocational High Schools designated as Centers of Excellence (SMKS PK) in the East Priangan region. A descriptive-verificative method with a quantitative approach was used. The population consisted of students at SMKS PK in East Priangan, with a sample of 210 respondents selected through proportionate stratified random sampling. Data were collected via questionnaires and analyzed using Structural Equation Modeling (SEM) with LISREL 8.80. The results show that immersive, spiritual, and differentiation marketing strategies, student value, and student trust fall into the fairly good to good category. Simultaneously, the three strategies positively and significantly affect student value, with a coefficient of determination of 82%. Partially, immersive marketing contributes 20.11%, spiritual marketing 21.09%, and differentiation strategy 24.07% to student value, with differentiation strategy providing the largest contribution. Student value, in turn, positively and significantly affects student trust, contributing 91%. The study concludes with an integrated vocational-education marketing model in which student perceived value mediates the effect of marketing strategy on student trust

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