Communication Strategy and Social Marketing in Promoting Inclusive Education: A Human Capital Perspective from Indonesian Higher Education

Abstract

This study examines the roles of communication strategy and social marketing in promoting inclusive education in higher education from a human capital perspective. A quantitative research design was employed using Structural Equation Modeling Partial Least Squares (SEM-PLS). Data were collected from 434 students, lecturers, and administrative staff at Universitas Multimedia Nusantara (UMN), Indonesia, using purposive sampling. The results show that communication strategy significantly influences social marketing and inclusive education, while social marketing significantly influences inclusive education. Social marketing also partially mediates the relationship between communication strategy and inclusive education. These findings indicate that institutional communication contributes to inclusive education both directly and through behavior-oriented social marketing initiatives that strengthen awareness, participation, and support for students with disabilities. From a human capital perspective, the findings highlight the importance of developing the awareness, engagement, and supportive capabilities of university stakeholders in strengthening inclusive educational practices. The study contributes empirical evidence from Indonesian higher education by positioning social marketing as a mechanism linking institutional communication with inclusive educational practices. The findings provide practical implications for universities seeking to strengthen disability inclusion through integrated communication, stakeholder engagement, and human capital development strategies.