Otniel Gian Anthony Anthony, Vinda Maya Setianingrum

Efektivitas Instagram Sebagai Media Promosi dan Branding Terhadap Keputusan Mahasiswa Dalam Memilih Kampus Swasta

Introduction

Efektivitas instagram sebagai media promosi dan branding terhadap keputusan mahasiswa dalam memilih kampus swasta. Cari tahu efektivitas Instagram sebagai media promosi dan branding yang signifikan terhadap keputusan mahasiswa dalam memilih kampus swasta. Studi ini membuktikan Instagram efektif.

Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas Instagram sebagai media promosi dan branding terhadap keputusan mahasiswa dalam memilih kampus swasta. Metode penelitian yang digunakan adalah metode deskriptif kuantitatif melalui survei dengan menggunakan alat pengambilan data berupa kuesioner. Populasi dalam penelitian ini adalah mahasiswa aktif Universitas Ciputra Surabaya dan Universitas Kristen Petra Surabaya, dengan sampel sebanyak 414 mahasiswa. Data diambil menggunakan kuesioner yang disebarkan melalui Google form. Data yang telah didapat, kemudian diolah menggunakan aplikasi SPSS untuk membantu peneliti dalam melakukan uji terhadap data yang telah dimiliki. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan dari Instagram sebagai media promosi dan branding terhadap keputusan mahasiswa dalam memilih kampus swasta. Dengan demikian dapat diambil kesimpulan bahwa Instagram sebagai media promosi dan branding efektif mempengaruhi keputusan mahasiswa dalam memilih kampus swasta. Kata kunci: Instagram, keputusan, kampus swasta, mahasiswa.

Review

The paper "Efektivitas Instagram Sebagai Media Promosi dan Branding Terhadap Keputusan Mahasiswa Dalam Memilih Kampus Swasta" addresses a highly pertinent topic concerning the role of social media in contemporary higher education marketing. In an increasingly competitive landscape, understanding the efficacy of digital platforms like Instagram for promotion and branding is crucial for private universities seeking to attract prospective students. The stated aim of this research—to determine the effectiveness of Instagram in influencing student decisions to choose a private campus—is clear and directly tackles a relevant academic and practical challenge, particularly within the Indonesian context. The research employed a quantitative descriptive methodology, utilizing a survey with questionnaires distributed via Google Form. A notable strength of the study lies in its robust sample size, drawing from 414 active students across two specific private universities in Surabaya: Universitas Ciputra and Universitas Kristen Petra. This broad sample provides a solid foundation for statistical analysis. The use of SPSS for data processing and hypothesis testing is standard practice for this type of quantitative research. While the abstract effectively outlines the "what" and "who" of the methodology, a more detailed mention of the questionnaire's development, validity, and reliability would enhance the methodological transparency, though this is often reserved for the full paper. The core finding reveals a significant influence of Instagram as a promotional and branding medium on students' decisions when selecting a private university. This leads to the conclusive statement that Instagram is indeed an effective tool for this purpose. The results offer valuable insights for university marketing departments, emphasizing the strategic importance of integrating Instagram into their outreach efforts. While the abstract clearly states the "that" (Instagram is effective), it leaves open the "how" and "why" – what specific aspects of Instagram promotion or branding resonated most, or how different content types contributed to this effectiveness. This could be an interesting avenue for future research or a more detailed discussion within the full paper.

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