PENGARUH PROMOSI MEDIA SOSIAL, CITRA UNIVERSITAS DAN WORD OF MOUTH TERHADAP MINAT PENDAFTARAN MAHASISWA BARU DI UNIVERSITAS POTENSI UTAMA
DOI:
https://doi.org/10.54314/jssr.v9i5.7308Keywords:
university image, enrollment interest, social media promotion, word of mouthAbstract
Abstract: This study aims to analyze the influence of social media promotion, university image, and word-of-mouth on student enrollment interest at Universitas Potensi Utama. The study employs a quantitative approach with 100 respondents selected using a non-probability sampling technique. Data were collected via questionnaires and analyzed using multiple linear regression with the aid of SPSS version 25. The results indicate that social media promotion has a positive and significant effect on enrollment interest (t = 9.796; significance = 0.000). University image has a positive but non-significant effect (t = 1.765; significance = 0.081). Word-of-mouth has a positive and significant effect (t = 4.580; significance = 0.000). Simultaneously, social media promotion, university image, and word-of-mouth have a positive and significant effect on enrollment interest (F = 38.668; significance = 0.000). The Adjusted R-Square value of 0.547 indicates that these three variables explain 54.7% of the variation in enrollment interest.
Keyword: University Image; Enrollment Interest; Social Media Promotion; Word of Mouth.
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh promosi media sosial, citra universitas, dan word of mouth terhadap minat pendaftaran mahasiswa di Universitas Potensi Utama. Penelitian menggunakan pendekatan kuantitatif dengan 100 responden yang dipilih menggunakan teknik non-probability sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan bahwa promosi media sosial berpengaruh positif dan signifikan terhadap minat pendaftaran dengan nilai t = 9,796 dan signifikansi 0,000. Citra universitas berpengaruh positif tetapi tidak signifikan dengan nilai t = 1,765 dan signifikansi 0,081. Word of mouth berpengaruh positif dan signifikan dengan nilai t = 4,580 dan signifikansi 0,000. Secara simultan, promosi media sosial, citra universitas, dan word of mouth berpengaruh positif dan signifikan terhadap minat pendaftaran dengan nilai F = 38,668 dan signifikansi 0,000. Nilai Adjusted R Square sebesar 0,547 menunjukkan bahwa ketiga variabel mampu menjelaskan 54,7% variasi minat pendaftaran.
Kata kunci: Citra Universitas; Minat Pendaftaran; Promosi Media Sosial; Word of Mouth.
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