Community Service Program (Pengabdian Kepada Masyarakat) Changes in Gen Z Behavior in Choosing A Leading University:

A Case Study at SMU Kumnamu School, June 15, 2026

Authors

  • Hadi Aldo Matana University
  • Lady Yohana Kusnadi Matana University
  • Hermawan Matana University
  • Andry Rezeky Matana University

DOI:

https://doi.org/10.19166/imj.v6i2.11741

Keywords:

Gen Z, University Selection, Educational Consumer Behavior, Social Media, Community Service

Abstract

On June 15, 2026, a Community Service (PKM) activity was conducted at SMU Kumnamu School, involving 1 (one) lecturer and 3 (three) students from the Master of Management Study Program at Matana University. The event was attended by 25 students, 1 school principal, and 4 high school teachers. The main objective of this activity was to educate and analyze behavioral changes among Generation Z (Gen Z) in the decision-making process of selecting a leading university. The methods used included interactive counseling sessions and field observation. The results showed that Gen Z has distinctive characteristics in choosing a university, being strongly influenced by social media content, an institution's digital reputation, peer recommendations, and the relevance of study programs to future industry developments. Cost factors and access to online information have become primary considerations, displacing conventional methods such as printed brochures and physical campus visits. This activity made a significant contribution to improving higher education literacy among high school students and is expected to serve as a reference for universities in developing new-student recruitment strategies that are adaptive to Gen Z characteristics. It is recommended that similar programs be conducted periodically with broader participation and more collaborating institutions to continuously monitor Gen Z’s evolving preferences and enhance the relevance of higher education outreach efforts.

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Published

2026-09-28

Issue

Vol. 6, No. 2, September 2026

Section

Articles

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Copyright (c) 2026 Hadi Aldo, Lady Yohana Kusnadi, Hermawan, Andry Rezeky

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