The Role of Digital Marketing and Government Initiatives in Promoting TVET Enrolment among Malaysian Youth

Abstract

The Technical and Vocational Education and Training (TVET) sector in Malaysia plays a critical role in equipping the workforce with industry-relevant skills. However, despite government efforts to promote TVET, enrolment remains suboptimal, often hindered by negative public perception. This study investigates the impact of digital marketing strategies—namely, advertising, social media marketing, and government initiatives on Malaysian youth’s perception of TVET and their intention to enrol. Using a quantitative approach, data were collected from 377 respondents and analysed through Structural Equation Modelling (SEM). The findings reveal that social media marketing and government initiatives have a significant influence on TVET perception, which in turn strongly predicts enrolment intention. Advertising and TVET awareness also contribute indirectly by influencing perceptions. The study highlights the importance of integrating digital strategies and targeted policy communication to enhance the image and uptake of TVET. Future research should further explore the longitudinal and qualitative dimensions to gain a deeper understanding of the motivational drivers behind youth enrolment decisions.