Impact of Digital Marketing on student recruitment in a Higher Education Institution at Lima - Peru

Abstract

The digital transformation and the constant global technological evolution drive institutions to implement new methodologies and strategies, especially Marketing, must be kept at the forefront to maintain an active online presence, which allows reaching the target audience in the best possible way. ideal to satisfy their needs, which is why the general objective of this research is: Determine how the application of digital marketing impacts the recruitment of students in a Higher Education Institution in Lima – Peru, in the academic year 2022. A quantitative approach methodology was used, of an applied type, with a non-experimental design, a correlational - causal, cross-sectional level or scope, with a hypothetical - deductive method, on a census sample made up of 96 students enrolled in an Institution of Higher Education in Lima - Peru, in the academic year 2022; applying the survey technique, the instrument being a 29-item questionnaire, validated by 4 expert judges and subjected to the confidence level of Cronbach's Alpha, resulting in 81.6% reliable for the independent variable: Digital Marketing and 82.9% reliable for the variable dependent: Student Recruitment. According to the results, it was shown that the application of Digital Marketing impacts 76.9% on the recruitment of students in a Higher Education Institution in Lima - Peru, in the academic year 2022. It is concluded that, the greater the investment in Digital Marketing, the manages to attract more Higher Education students in Metropolitan Lima – Peru.