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Innovation in Smart Marketing: The Role of Technopreneurs in Driving Educational Improvement

Aptisi Transactions on Technopreneurship (ATT) · Vol. 5 No. 3 (2023) · pp. 305–318

DOI
10.34306/att.v5i3.359
ISSN
2656-8888, 2655-8807
Published
2023-11-28
Publisher
Pandawan
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study explores the influence of marketing strategies, technology utilization, inclusive education policies, and collaboration with the industry sector on the positive image of educational institutions. Employing the SmartPLS approach and statistical analysis, the findings indicate that responsive marketing strategies, effective technology utilization, inclusive policies, and partnerships with the industry sector significantly impact the institution's image in education. In this research, it was found that market-responsive marketing strategies significantly affect the positive institutional image (T-statistics: 13.197), followed by technology utilization playing a crucial role in building a positive image (T-statistics: 11.735). Inclusive education policies and collaboration with the industry sector also have a significant impact on enhancing the institution's image (Inclusive Education Policy - Positive Image, T-statistics: 5.928; Collaboration with Industry Sector - Positive Image, T-statistics: 8.834). The research results affirm the importance of implementing adaptive marketing strategies and advanced technology in constructing a positive image of educational institutions in the eyes of the public. By strengthening these factors, educational institutions have the opportunity to meet stakeholders' expectations regarding the provided educational services. This study contributes significantly to understanding the factors influencing the reputation of educational institutions and provides strategic guidance for developing the educational institution's image towards a more positive and ad aptive direction.

Keywords

Collaboration network of the authors

34 authors · 92 co-authorship links

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  • Universitas Raharja
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Indri HandayaniUniversitas Raharja2
Ninda LutfianiUniversitas Raharja2
Untung RahardjaAffiliation unknown2
Untung RahardjaUniversitas Raharja1
Qurotul AiniUniversitas Raharja1
Nuke Puji Lestari SantosoUniversitas Raharja1
Nur AzizahUniversitas Raharja1
Rahmat SalamAffiliation unknown1
Aoliyah FirasatiAffiliation unknown1
Fadhila AzzahraAffiliation unknown1
Sausan Raihana Putri JunaediAffiliation unknown1
Amelia EvansAffiliation unknown1
Muchlisina MadaniAffiliation unknown1
Adam FaturahmanAffiliation unknown1
Anggit Panji PangestuAffiliation unknown1
Alexander WiliamsAffiliation unknown1
Denok SunarsiAffiliation unknown1
Hamsinah HamsinahAffiliation unknown1
Umi NarimawatiAffiliation unknown1
Yulia Rachma WijayantiAffiliation unknown1
Omar Arif Al-KamariAffiliation unknown1
Bayu PramonoAffiliation unknown1
Andri Cahyo PurnomoAffiliation unknown1
Md. Abdul MumenAffiliation unknown1
Bhima BhimaAffiliation unknown1
Achani Rahmania Az ZahraAffiliation unknown1
M. Zaki FirliAffiliation unknown1
Daniel BennetAffiliation unknown1
Cicilia Sriliasta BangunAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://att.aptisi.or.id/index.php/att/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Innovation in Smart Marketing: The Role of  Technopreneurs in Driving Educational Improvement</dc:title>
	<dc:creator xml:lang="en">Rusilowati, Umi</dc:creator>
	<dc:creator xml:lang="en">Oganda, Fitra Putri</dc:creator>
	<dc:creator xml:lang="en">Rahardja, Reymund</dc:creator>
	<dc:creator xml:lang="en">Nurtino, Tio</dc:creator>
	<dc:creator xml:lang="en">Aimee, Elsevier</dc:creator>
	<dc:subject xml:lang="en">Education marketing</dc:subject>
	<dc:subject xml:lang="en">SmartPLS</dc:subject>
	<dc:subject xml:lang="en">Inclusive education policies</dc:subject>
	<dc:subject xml:lang="en">Industry-education collaboration</dc:subject>
	<dc:subject xml:lang="en">Educational institution image</dc:subject>
	<dc:description xml:lang="en">This study explores the influence of marketing strategies, technology utilization, inclusive education policies, and collaboration with the industry sector on the positive image of educational institutions. Employing the SmartPLS approach and statistical analysis, the findings indicate that responsive marketing strategies, effective technology utilization, inclusive policies, and partnerships with the industry sector significantly impact the institution's image in education. In this research, it was found that market-responsive marketing strategies significantly affect the positive institutional image (T-statistics: 13.197), followed by technology utilization playing a crucial role in building a positive image (T-statistics: 11.735). Inclusive education policies and collaboration with the industry sector also have a significant impact on enhancing the institution's image (Inclusive Education Policy - Positive Image, T-statistics: 5.928; Collaboration with Industry Sector - Positive Image, T-statistics: 8.834). The research results affirm the importance of implementing adaptive marketing strategies and advanced technology in constructing a positive image of educational institutions in the eyes of the public. By strengthening these factors, educational institutions have the opportunity to meet stakeholders' expectations regarding the provided educational services. This study contributes significantly to understanding the factors influencing the reputation of educational institutions and provides strategic guidance for developing the educational institution's image towards a more positive and ad  aptive direction.</dc:description>
	<dc:publisher xml:lang="en">Pandawan</dc:publisher>
	<dc:date>2023-11-28</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://att.aptisi.or.id/index.php/att/article/view/359</dc:identifier>
	<dc:identifier>10.34306/att.v5i3.359</dc:identifier>
	<dc:source xml:lang="en">Aptisi Transactions on Technopreneurship (ATT); Vol. 5 No. 3 (2023): November; 305-318</dc:source>
	<dc:source xml:lang="id">Aptisi Transactions On Technopreneurship (ATT); Vol 5 No 3 (2023): November; 305-318</dc:source>
	<dc:source>2656-8888</dc:source>
	<dc:source>2655-8807</dc:source>
	<dc:source>10.34306/att.v5i3</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://att.aptisi.or.id/index.php/att/article/view/359/239</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2023 Umi Rusilowati, Fitra Putri Oganda, Reymund Rahardja, Tio Nurtino, Elsevier Aimee</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>