Abstract

This study addresses the prevalent challenge in the digital education sector where high lead generation fails to convert into sales, using Lab scholarship as a case study. The primary objective is to investigate the simultaneous and partial influence of Digital Marketing, Brand Awareness, and Service Quality on Consumer Purchase Decisions. The study's novelty lies in its contextual focus on the post-webinar engagement phase, a critical yet under-researched juncture in the high-involvement service conversion funnel. Employing a quantitative survey methodology, data were collected from a sample of leads generated by Lab scholarship’s webinar programs. The findings indicate that personalized post-webinar Service Quality emerges as the most significant determinant influencing purchase decisions, surpassing Digital Marketing and Brand Awareness. Furthermore, the findings reveal that Brand Awareness acts as a crucial mediator between initial digital marketing exposure and the final consumer choice. This research provides significant managerial implications, suggesting that EdTech firms should prioritize resources towards enhancing post-webinar service interactions to optimize conversion rates.