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Megasari Noer Fatanti
Universitas Negeri Malang
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Journal : PRofesi Humas

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Student information preferences and the role of social media in Indonesian higher education Prabawangi, Rani Prita; Fatanti, Megasari Noer; Nasih, Ahmad Munjin
PRofesi Humas Vol 10, No 2 (2026): February 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i2.58978

Abstract

Background: Research has well documented how social media acts as a primary information source for both enrolled and prospective students. However, universities often lack clear, evidence-based guidance on how to engage their internal and external audiences. This knowledge gap forces university public relations (PR) teams to rely on trial and error, often struggling to create impactful content. Purpose: This study investigates student preferences for social media content and information sources to enlighten university PR staff who want to improve their institutional communication. Methods: This research employed a mixed-methods approach, combining a quantitative survey of 330 students with qualitative insights gathered from focus group discussions (FGDs) and in-depth interviews with 150 students. The survey included current students because they were once prospective students, so they could give insights as both prospective and current students. Results: Students trust unofficial sources (such as community accounts) and direct recommendations from those closest to them more than official university channels. They are also much more interested in authentic, story-based content. Conclusions: The implications of these findings suggest that, to increase engagement and institutional image, campus social media teams should consider presenting story-based content and increasing audience interactivity. Implications: To strengthen their image and engagement, the teams need to prioritize story-based content, amplify credible community voices, and increase two-way engagement. Universities are also advised to create secondary accounts to post more entertaining and light-hearted content to reduce audience reliance on unofficial sources, and or collaborate with community-driven accounts.
Co-Authors Abdul Kodir Ahmad Arif Widianto Ahmad Munjin Nasih Alfianistiawati, Rohmatin Amalia, Rizka Fatna Ananda Dwita Yuniar Ananda, Kun Sila Annisau Nafiah Ary Budianto Ary Budiyanto Ayu Dwi Lestari Bararah M, Hasna Choiria Aggraini Cindy Nirmala Wijaya Desy Santi Rozakiyah Dini, Alya Muflihatud Dona Sandy Yudasmara Eldiene Zaura I'tamada Eldiene Zaura I’tamada Elok Ludyana Fajria, Fira Fatah, Zainal Fira Fajria Forencia Syamsya Kharisma Happy, Nirwana Hasna Bararah Hasna Bararah Hasna Bararah Mufidah I Kadek Yudi Astawan I Wayan Suyadnya Kodir, Abdul - Lintang Razita Zafarani Luhung A. Perguna Luhung Achmad Perguna, Luhung Achmad Maulidiyah, Syarifatul Meiji, Nanda Harda Pratama Nirwana Happy Nur Hadi Nurrul Riyad Fadhli Pramana Herjati Putra Pramana Herjati Putra Dionchi Pramana Herjati Putra Dionchi Pramesti, Lilya Windi Pratiwi, Seli Septiana Putra Dionchi, Pramana Herjati Putri, Rindy Dwi Mentari R. Zainal Fatah Rani Prita Prabawangi Ratya Anindita Ridhoi, Ronald Roesdiyanto Rohmatin Alfianistiawati Rohmatin Alfianistiawati Rohmatin Alfianistiawati Rohmatin Rohmatin Sigit Purnomo Siti Noer Tyas Tuti Sweliyantri, Vio Syarifatul Maulidiyah Tasyah, Salsabilla Divana Taufik Taufik Tuti, Siti Noer Tyas Wachidah, Windi Nurul Yuniar, Ananda Dwitha Zainal Fatah