PERAN INSTAGRAM DALAM MENINGKATKAN MINAT PENDAFTARAN MAHASISWA BARU UNIVERSITAS TRISAKTI
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Brand Awareness,
Brand Engagement,
Purchase Intention,
Instagram,
Universitas Trisakti
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Abstract
Penelitian ini bertujuan untuk menganalisis peran Instagram sebagai platform media sosial dalam meningkatkan minat pendaftaran mahasiswa baru Universitas Trisakti. Penelitian ini menggunakan metode kuantitatif dengan pendekatan cross-sectional dan melibatkan 160 responden pengguna aktif Instagram. Variabel yang dianalisis meliputi Social Media Marketing, Brand Awareness, Brand Engagement, dan Purchase Intention. Hasil penelitian menunjukkan bahwa Social Media Marketing memiliki pengaruh positif dan signifikan terhadap Brand Awareness dan Brand Engagement. Namun, Brand Awareness dan Brand Engagement tidak memiliki pengaruh yang signifikan terhadap Purchase Intention. Temuan ini mengindikasikan bahwa meskipun promosi media sosial dapat meningkatkan kesadaran dan keterlibatan di kalangan calon mahasiswa, faktor lain seperti program studi, biaya, dan rekomendasi dari orang-orang terdekat lebih memengaruhi keputusan pendaftaran.
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