Pemanfaatan Media Sosial sebagai Sarana Menjaring Calon Mahasiswa dalam Memilih Perguruan Tinggi
DOI:
https://doi.org/10.61722/jiem.v3i5.4876Keywords:
Calon Mahasiswa, Media Sosial, Perguruan Tinggi, Strategi PemasaranAbstract
Mengkaji pemanfaatan media sosial dalam menjaring calon mahasiswa memilih perguruan tinggi melalui pendekatan kualitatif studi pustaka. Platform media sosial seperti Instagram, TikTok, dan YouTube, telah menjadi sumber informasi utama bagi calon mahasiswa. ditemukan bahwa konten yang autentik dan informatif, seperti user-generated content dari mahasiswa atau alumni, lebih efektif dalam memengaruhi keputusan calon mahasiswa. Namun, efektivitas iklan digital belum selalu memberikan dampak besar terhadap minat calon mahasiswa. Oleh karena itu, perguruan tinggi perlu mengembangkan strategi yang lebih efektif dalam menggunakan media sosial, seperti pembuatan konten yang menarik, interaksi langsung dengan calon mahasiswa, dan penggunaan user-generated content. Selain itu, kegiatan promosi melalui berbagai saluran media dan peningkatan layanan bagi calon mahasiswa sangat penting untuk meningkatkan jumlah pendaftar
References
Afif, M., Suminto, A., & Mubin, A. F. (2021). PENGARUH PROMOSI MEDIA SOSIAL DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI DI TOKO BUKU LA TANSA GONTOR). Journal of Islamic Economics (JoIE), 1(2), 1–23. https://doi.org/10.21154/joie.v1i2.3206
Alim, I. N., Herdian Farisi, & Yuliana, A. (2024). Pengaruh Pemasaran Politik Media Sosial Dan Kualitas Informasi Terhadap Niat Memilih Dengan Kepercayaan Dan Loyalitas Pemilih Sebagai Mediasi. Jurnal Manajemen & Bisnis Jayakarta, 6(01), 106–117. https://doi.org/10.53825/jmbjayakarta.v6i01.277
Antara News. (2024). TikTok jadi platform media sosial paling populer pada tahun 2024 .Diakses dari https://www.antaranews.com/berita/4556802/tiktok-jadi-platform-media-sosial-paling-populer-pada-tahun-2024
Arifin, Z., Nugroho, A., & Farisi, H. (2025). OPTIMALISASI BRANDING PARIWISATA BANYUMAS MELALUI STRATEGI MEDIA SOSIAL. JURNAL DINAMIKA SOSIAL DAN SAINS, 2(2), 534–544. https://jurnalsentral.com/index.php/jdss/article/view/134
Busolo, H. O., Jerop, C., & Bundotich, S. (2025). An Analysis of Word-of-Mouth Communication and its Impact on Consumer Behavior A Case Study of Kenya ’ s Public University Selection. February.
Creswell, J. W., & Poth, C. N. (2017). Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE Publications. https://books.google.co.id/books?id=gX1ZDwAAQBAJ
Dong, J., & Lazaro, J. P. (2024). The Influence of Social Media on College Choice among Undergraduates Majoring in Big Data Management and Application in China: Taking Guilin University of Electronic Technology as an Example. Journal of Contemporary Educational Research, 8(10), 128–138. https://doi.org/10.26689/jcer.v8i10.8432
Farisi, H., & Rahmawati, D. (2025). Pengaruh Media Sosial dan Persepsi Harga terhadap Impulsive Buying dengan Positive Emotion sebagai Variabel Mediasi. 7(1), 80–98.
Hasibuan, R. R., Afifah, H., Purnawati, E., & Farisi, H. (2022). Manajemen Pemasaran (suwali (ed.); 1st ed.). Tiga Cakrawala.
HS, M. P. E., & Hartono, A. (2025). FACTORS INFLUENCING FIRST- YEAR STUDENTS ’ ACCEPTANCE OF UNIVERSITY-MANAGED SOCIAL MEDIA. 4(01), 171–183.
Husin, R. (2023). Strategi Komunikasi Pemasaran STAI As-Sunnah dalam Menambah Jumlah Pendaftar Mahasiswa Baru. JURNAL SIMBOLIKA Research and Learning in Communication Study, 9(1), 69–79. https://doi.org/10.31289/simbolika.v9i1.9522
Kaharmudzakir, I., Yulianti, K., & Tagor, R. A. (2020). EFEKTIFITAS EDUCATION FAIR DAN IKLAN MEDIA SOSIAL PERGURUAN TINGGI TERHADAP MINAT CALON MAHASISWA BARU The Effectiveness of Education Fair and Social Media Advertisements on The Interest of New Prospective Students dan Madras ah Aliah bahkan paket “ C ” u. Kareba; Jurnal Ilmu Komunkasi, 9, 197–207.
Manullang, O. J. R., & Simanjuntak, M. (2024). Pengaruh Pemasaran Media Sosial Dan Persepsi Calon Mahasiswa Terhadap Keputusan Pemilihan Perguruan Tinggi. Jurnal Manajemen Kreatif Dan Inovasi, 2(3), 168–179.
Mathur, N. (2019). Fostering Engaged Prospects Through Digital and Social Media: How to Get and Keep Their Attention. In S. Kalia & L. Nafees (Eds.), New Age Admissions Strategies in Business Schools (pp. 230-250). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-5225-9073-6.ch014
Pérez-Bonaventura, M., Dafri, W., Kamel, A. M., & Kabha, R. (2025). Analysis of Social Networks as a Marketing Tool in Universities in the UAE Context. International Journal of E-Services and Mobile Applications, 17(1), 1–22. https://doi.org/10.4018/IJESMA.368752
Priyatin, A., & Farisi, H. (2023). Pengaruh Online Customer Review dan Online Customer Rating Terhadap Trust dan Keputusan Pembelian Pada Marketplace Shopee. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (Embiss), 4(1), 60–73. https://doi.org/10.59889/embiss.v4i1.281
Qeisiyeh, S. (2025). THE UTILIZING SOCIAL MEDIA STRATEGIES ON INCREASING THE PROSPECTIVE STUDENTS’ INTEREST AT STIT TOGO AMBARSARI BONDOWOSO. Journal Evaluasi, 9(1), 75–94. https://doi.org/10.32478/63e7gb73
Rahman, F. A., Hadiapurwa, A., & Nugraha, H. (2023). Pengaruh Penggunaan Media Sosial Terhadap Perilaku Pencarian Informasi Akademis Siswa SMAN 2 Cimahi. Al-Ma Mun Jurnal Kajian Kepustakawanan Dan Informasi, 4(2), 93–108. https://doi.org/10.24090/jkki.v4i2.8489
Ranjan, A., Tiwari, J. P., & Rai, D. P. (2024). USING SOCIAL MEDIA AS A RECRUITMENT TOOL: STRATEGIES AND BEST PRACTICES. International Scientific Journal of Engineering and Management, 03(08), 1–7. https://doi.org/10.55041/ISJEM02117
Rushing, M. (2024). Behind the Filter : Instagram ’ S Influence Among Generation Z First-Generation College-Bound Students in Their College Choice. https://doi.org/https://doi.org/10.17615/mjkc-g738
Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096–3104. https://doi.org/10.1016/j.jbusres.2016.01.025
Saputri, S. F., Sukoco, H., Farisi, H., Yuliana, A., & Andini, M. (2024). Pengaruh Promosi Media Sosial , Kualitas Produk , dan Harga terhadap Keputusan Pembelian ( Studi Kasus Toko Kue Keikeu ) The Influence of Social Media Promotion , Product Quality , and Price on Purchasing Decisions ( Case Study of Keikeu Cake Shop ). November, 6424–6434.
Shields, A. B., & Peruta, A. (2019). Social media and the university decision. Do prospective students really care? Journal of Marketing for Higher Education, 29(1), 67–83. https://doi.org/10.1080/08841241.2018.1557778
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417–430. https://doi.org/10.1108/IJEM-08-2022-0315
Statista. (n.d.). Social media in Indonesia - statistics & facts. Statista Research Department. Retrieved June 1, 2025, from https://www.statista.com/topics/8306/social-media-in-indonesia/#topicOverview
Sukoco, H., Farisi, H., & Yuliana, A. (2023). Analysis The Effect of Social Media Advertising on Students’ Purchasing Decisions (Study on UNU Purwokerto). Soedirman Economics Education Journal, 5(Volume 5 No.2), 139–149. https://doi.org/10.32424/seej.v5i2.10096
Suteki. (2024). Tren Baru Calon Mahasiswa: Beralih ke Media Sosial untuk Memilih Universitas dan Jurusan . https://suteki.co.id/tren-baru-calon-mahasiswa-beralih-ke-media-sosial-untuk-mencari-universitas-dan-jurusan/
Tengku Mahamad, T. E., Mahpuz, M., Nur Mohamed Thaheer, B. A., Saraswati, G. P. D., Burhanudin, M., & Setyadharma, A. (2024). Understanding the Role of Social Media on Prospective Local and International Students’ Selection of University. E-Bangi Journal of Social Science and Humanities, 21(2), 37–48. https://doi.org/10.17576/ebangi.2024.2102.11
Tolentino, E. B., & Matias, R. B. B. (2025). Social Media Marketing and Perceived Customer Value Proposition of Selected Private Higher Educational Institutions in the National Capital Region, Philippines. Asian Business Research Journal, 10(2), 1–9. https://doi.org/10.55220/25766759.267
Vriyatna, M. (2021). IMPLEMENTASI STRATEGI PEMASARAN JASA PENDIDIKAN MELALUI MEDIA SOSIAL DI ERA NEW NORMAL (Studi kasus di Sekolah Tinggi Ilmu …. Jurnal Mumtaz, 1(2), 147–155. http://e-journal.stitmumtaz.ac.id/index.php/stitmumtaz/article/view/34
Downloads
Published
Issue
Section
License
Copyright (c) 2025 JURNAL ILMIAH EKONOMI DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
