The Effect of the Application of Artificial Intelligence on PMB UPGRIS Promotional Videos Using the Systematic Literature Review Method on the Interest and Motivation of Prospective New Students

Abstract

This study aimed to examine the relationship between the application of artificial intelligence (AI) in new student admissions (Penerimaan Mahasiswa Baru, PMB) promotional videos at Universitas PGRI Semarang (UPGRIS) and prospective students' interest and motivation, drawing on findings from the literature and students' perceptions. The study employed a systematic literature review (SLR) supplemented by primary data collected through questionnaires administered to newly enrolled UPGRIS students and secondary data comprising student admission records from 2023 to 2025 and social media analytics from UPGRIS admissions campaigns. The analysis focused on identifying AI applications in promotional video production, evaluating the quality and relevance of promotional content, and examining their associations with students' interest and motivation in choosing UPGRIS. The findings indicated that AI integration in promotional videos contributed to improvements in promotional communication through greater production efficiency, enhanced content creativity, and more relevant information delivery. Students rated the overall quality of promotional videos at an average of 4.03 on a five-point scale, with visual presentation receiving the highest average score of 4.22. These findings suggested that AI-assisted promotional videos had the potential to enhance the quality of digital marketing communication and support the development of prospective students' interest and motivation to enroll at UPGRIS. However, the findings did not establish a direct causal effect of AI integration on students' enrollment decisions.