Analysis of The Impact of a University Website on Attracting and Retaining Student Using The DEMATEL Method

With the development of the digital economy, the role of university websites in the framework of attracting and retaining students is becoming increasingly important and relevant. University websites are certainly changing the paradigm of modern education by making it more accessible, personalized and tailored to the needs of students. This study focuses on the application of the DEMATEL method to analyze cause-and-effect relationships in a university website operation system. The DE-MATEL method helps to understand more deeply the structure of relationships, identify key success factors, and determine the causes and consequences of various phenomena and strategies. The results of the study highlight that optimization and integration of various website functions contribute to improving the process of attracting and retaining students, increasing their satisfaction and loyalty to a particular university. The authors identified cause-and-effect relationships that characterize the effectiveness of the university website in its role as a marketing tool in the educational field. The use of the DEMATEL method allows you to optimize marketing strategies to attract and retain students, which are the key to the further development of universities in the context of digitalization of education.

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