THE INFLUENCE OF E-MARKETING TECHNOLOGY AND WEBSITE FEATURES ON ATTRACTING STUDENTS TO PRIVATE UNIVERSITIES IN JORDAN (CASE STUDY: ZARQA UNIVERSITY)

This paper aims to study the influence of e-marketing technology (Web design, Privacy, Security and E-services quality) on attracting students to private universities in Jordan. Zarqa University (ZU) students in Jordan are the target of this study. A questionnaire was developed to achieve the study's objectives and distributed to (300 students in ZU. The questionnaire has 5 variables, four variables (Web design, Privacy, Security and E-services quality) are used as independent variables and "attracting students to ZU" is used as dependent variable. The result has found and concluded that the e-marketing technology has a positive effect on attracting students to private universities. Thus, this study could provide scientific foundations for universities to determining the impact of e-marketing on attracting students. In addition, this study is important in practical terms because it is considered as the quality of e-making systems to meet the needs of customers, which raises their confidence in the educational sector. The results concluded that the level of e-marketing technology towards the private universities sites in Jordan has increased.