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All Journal Jurnal Teknologi dan Manajemen Informatika TELKOMNIKA (Telecommunication Computing Electronics and Control) JOIN (Jurnal Online Informatika) JOIV : International Journal on Informatics Visualization INTEGER: Journal of Information Technology BAREKENG: Jurnal Ilmu Matematika dan Terapan JMM (Jurnal Masyarakat Mandiri) Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ Vygotsky: Jurnal Pendidikan Matematika dan Matematika Prosiding Seminar Nasional Multidisiplin IJAIT (International Journal of Applied Information Technology) Inferensi eProceedings of Engineering Asia Information System Journal Nusantara Journal of Computers and its Applications Almantiq International Journal of Business and Management Technology in Society (IJBMTS)
Mochamad Nizar Palefi Ma’ady
Institut Teknologi Telkom Surabaya
Agriculture, Biological Sciences & Forestry Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mathematics Mechanical Engineering Physics Social Sciences Transportation Other

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Journal : JOIV : International Journal on Informatics Visualization

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Maximizing Prospective Students through Instagram-Driven Influence Maximization for University Branding Ma'ady, Mochamad Nizar Palefi; Hidayat, Alifiansyah Arrizqy; Nasution, Anita Hakim; Kusumawati, Aris; Insani, Rokhmatul
JOIV : International Journal on Informatics Visualization Vol 9, No 4 (2025)
Publisher : Society of Visual Informatics

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62527/joiv.9.4.3385

Abstract

In many developing countries, private universities face considerable financial challenges due to their limited sources of income. Unlike public universities, which receive substantial government subsidies, private institutions must rely primarily on tuition fees and student enrollment to sustain their operations. This financial dependency pushes private universities, particularly in Indonesia, to invest heavily in branding and marketing to attract prospective students. Social media platforms, especially Instagram, have emerged as crucial tools in these efforts. Instagram enables universities to engage with potential students directly, providing a space for showcasing academic programs, campus life, and student achievements. This paper’s goal is to explore the potential of Instagram-driven influence maximization (IM) techniques for enhancing university branding. Traditionally, these techniques are employed in product marketing to increase consumer engagement and sales, but their application in higher education remains relatively unexplored. We aim to address this gap by examining three promising IM methods that private universities can adopt: first, leveraging Instagram’s broadcast channel feature to communicate effectively with large audiences in real time; second, selecting key opinion leaders (KOLs) from influencer marketplace platforms to enhance credibility and broaden outreach; and third, optimizing the use of targeted hashtags to increase discoverability and engagement. As a result, we provide a review of recent evidence supporting the effectiveness of these strategies in higher education marketing. By adopting these techniques, private universities can improve their digital presence, enhance brand awareness, and increase student enrollment. IM with uncertainty is a challenging educational landscape for future research.
Co-Authors Achmad Muzakki Alifiansyah Arrizqy Hidayat Andrew, Dennis Michael Anita Hakim Nasution Arip Ramadan Aris Kusumawati Artwodini Muqtadiroh, Feby Azizah, Faradilla Nur Chuan-Kai Yang Cornelia Angela Caezaria Denny Nurdiansyah Deyastusesa, Junanda Faisal Rizal Rahman Febryan, Rayhan Alief Feby Artwodini Muqtadiroh Habib Husni Mubarok Mubarok Hatma Suryotrisongko Ita Aristia Sa'ida Iwan Vanany Kartini, Alif Yuanita Liana, Serli April Meilanitasari, Prita Mohammad Hamim Zajuli Al Faroby Muhammad Ilham Alhari Mutiani, Tia Nisa Isrofi Novitasari, Diah Ayu Pratama, Arya Yudha Purnama Anaking Puspita Rini, Hafida Rahim, Ainatul Fathiyah Abdul Ramadhani, Cisa Valentino Cahya Renny Pradina Kusumawardani Rizal Rahman, Faisal Rizaldy, Denny Daffa Rizqy Athiyya Nafi’atus Sa’idah Rohmawati, Siti Rokhmatul Insani Rosidah, Nur Azizah Sanjaya, I Made Wisnu Adi Saputra, Ricky Adam Satria, Rahul Fahmi Serafina, Nauli Khalila Sukmawaty, Yuana Tabina Shafa Nabila Syahda Tita Ayu Rospricilia Ully Asfari Ummi Agustin Yuliana Utomo, Muchammad Chandra Cahyo Widyaiswari, Rahma Putri Wijayanti, Lulud Yohanes Setiawan