The Impact of E-Marketing on Student Loyalty and Enrollment Intentions in Malaysian Higher Education

Abstract

This study investigates the impact of e-marketing on student loyalty and enrollment intentions among Malaysian university students, based on data from 268 respondents. Guided by the Theory of Planned Behavior (TPB) and Expectancy-Value Theory (EVT), the research examines both direct and indirect effects of e-marketing on loyalty. Data were analyzed using SmartPLS 4, a variance-based structural equation modeling (PLS-SEM) tool, to test the measurement and structural models. The findings reveal that e-marketing positively influences student loyalty, demonstrating that effective digital engagement strategies foster stronger emotional and behavioral commitment to universities. The intention to enroll was also found to mediate the e-marketing–loyalty relationship, indicating that students’ behavioral intentions are key drivers of long-term institutional commitment. The study highlights the strategic importance of integrating digital marketing to strengthen recruitment, retention, and brand trust. It contributes to the literature by providing a validated, theory-based model of how digital marketing and peer influence shape student loyalty in higher education.