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All Journal Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan
Yohana Romaulita Nababan
Universitas Siber Indonesia

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Pengaruh Kualitas Konten dan Visual Instagram terhadap Enrollment Intention Calon Mahasiswa Yohana Romaulita Nababan; Vivi Afifah
Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan Vol 3 No 2 (2026): Innobiz Juli 2026
Publisher : Universitas Siber Indonesia

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Abstract

Abstract: Instagram has become one of the primary digital marketing platforms used by higher education institutions to attract prospective students. This study aims to examine the effect of Instagram content quality and visual appearance on prospective students' enrollment intention at Cyber University. A quantitative associative approach was employed using purposive sampling involving 87 respondents who had previously accessed the Instagram account @cyberpmb. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The findings indicate that content quality and visual appearance each have a positive and significant effect on enrollment intention. Simultaneously, both variables significantly influence enrollment intention, with an R² value of 0.483, indicating that 48.3% of the variation in enrollment intention is explained by the two independent variables. These findings suggest that improving both content quality and visual presentation can strengthen digital marketing strategies for higher education institutions in attracting prospective students. Keywords: Content Quality, Visual Appearance, Instagram, Enrollment Intention
Co-Authors Vivi Afifah