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All Journal OPERATION EXCELLENCE: Journal of Applied Industrial Engineering JOIV : International Journal on Informatics Visualization JMM (Jurnal Masyarakat Mandiri) Tibuana : Journal of Applied Industrial Engineering Jurnal Teknologi Sistem Informasi dan Aplikasi Business and Finance Journal Jurnal Teknologi Dan Sistem Informasi Bisnis JATI (Jurnal Mahasiswa Teknik Informatika) Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Bisnis Indonesia Jurnal Pengabdian Masyarakat Indonesia Jurnal Senopati : Sustainability, Ergonomics, Optimization, and Application of Industrial Engineering Kontribusi: Jurnal Penelitian dan Pengabdian Kepada Masyarakat Sewagati Jurnal Ilmiah Sistem Informasi
Anita Hakim Nasution
Telkom University
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences 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 ., Prihono Adi Candra Adzanil Rachmadhi Putra Affifiana Prisyanti Affifiana Prisyanti Ahmad Aziz Wira Widodo Alifiansyah Arrizqy Hidayat Alvyn Wira Pratama Anny Yuniarti Arifiani, Siska Aris Kusumawati Arman Hakim Nasution Arman Hakim Nasution Astrid Kusumowidagdo Asyrof, Hayu Faiz Naufal Auditya Fariz Chrisnadeva Auditya Fariz Chrisnadeva Berlian Rahmy Lidiawati Berlian Rahmy Lidiawaty Bilqis Amaliah Desyka Widya Haryanti Desyka Widya Haryanti Haryanti Dominggo Bayu Baskara Ernie Maduratna Setiawati, Ernie Maduratna Ertien Rining Nawangsari Faisal Ashari Farhan Aditya Dharmawan Grahadi, Raihan Febrianto Hidayah, Rafi Andi Janet Rine Teowarang Javier Jibran Khan Nabil Jemparing Wibisono Junanda Deyastusesa Kelly Rossa Sungkono Khairun Nisa Kifansa Naufal Fadhlurrohman Lukmandono Lusi Zafriana Lusi Zafriana Lusi Zafriana M Lathif Asadulloh M. Iqbal Wisnu Mahfud, Rifqi Arif Mochamad Nizar Palefi Ma'ady Mochamad Nizar Palefi Ma’ady Mohammad Falko Fahlevi Muhammad Riduwan Muhammad Zaky Naufal Akbar Muryono, Mukhammad Nasution, Arman Hakim Nawangsari, Ertien Rining Nawangsari,, Ertien Rining Nur Azizah Rosidah Olivia, Tracy Prihono Putra, Adzanil Rachmadi Rahaju Saraswati Raulia Riski Revania Kyla Evadne Rifki Dwi Putranto Rokhmatul Insani Rosyid Abdillah Ryan Vivaldi Salsabila Ramadhani Chandra Salsabila, Anindya Salwa Salsabilla Putri Pitoyo Saraswati, Rahaju Siska Arifiani SRI FATMAWATI Susijanto Tri Rasmana Tita Ayu Rospricilia Wijayanti Nurul Khotimah Zafriana, Lusi Zafriana, Lusi Zainal Arifin