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ANDINI NURWULANDARI
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Journal : Jurnal Ilmiah Manajemen Kesatuan

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From Likes to Enrolment: How Social Media Shapes Decision-Making Among Prospective Students Saksono, Lalang; Sugiono, Edi; Lestari, Rahayu; Hasanudin; Nurwulandari, Andini
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.4138

Abstract

This study investigates how social media-driven digital engagement shapes enrolment decisions among prospective students at Universitas Djuanda Bogor, focusing on the interplay between online interactions and institutional choice in Indonesia’s higher education landscape. A mixed-methods approach was employed, combining quantitative surveys (n = 320) to measure the frequency and type of social media interactions, qualitative interviews (n = 25) to explore subjective experiences, and analytics data from the university’s official platforms. Data triangulation was performed to identify patterns in digital engagement and its linkage to enrolment intent. A strong positive correlation was found between active digital engagement (e.g., content sharing, peer discussions, and virtual campus tours) and enrolment likelihood (r = 0.72, p < 0.01). Prospective students who engaged with user-generated content (UGC) were 1.8 times more likely to apply than those who only consumed official posts. This outcome arises because peer narratives and authentic student experiences shared on social media reduced perceived uncertainty about academic quality and campus life, while algorithmic personalization amplified institutional visibility among target demographics. The findings underscore the need for universities to strategically integrate UGC and peer-driven storytelling into their recruitment strategies. Additionally, this study advances the discourse on digital inequality by highlighting how socio-economic disparities in internet access may skew enrolment advantages toward tech-savvy, urbanized applicants. This research introduces a contextualized framework linking algorithmic affordances of social media to enrolment behaviour in a developing economy, contrasting prior studies focused on Western institutions.
Co-Authors Abdul Hakim Aditria, Donan Aditya Santoso Akmal Latang, Muhammad Anis Rostiani Anshori, Miftahul Bella Puspita Audina Dining, Yuniarta Dwi Hardin, Oktafian Cahya Efendi, Suryono Elwin, Beni Fikri Mutakif Hadi Prastiyono, Gunawan Hamonangan, Maison Han, Yonghwa Hasanudin Hasanudin Hasanudin Hasanudin Hasanudin Humam I Made Adnyana Ika Puspita Sari Iqbal Caesariawan, Iqbal Irma Setyawati Joko Suhariyanto Kafita Dewi Kumba Digdowiseiso, Kumba M. Oktavianta Nurlaya Djaya Maharani, Septi Mangun Kusumo, Bonadi Mawaddah, Tengku Melati Melati MMSI Irfan ,S. Kom Nelson Simamora Nova Anggraini Nurhayati, Yanti Prayoga, Dimas Priatsaleh, Disti Paremono Putri, Efata Qoyum Nur Safitri Rahayu Lestari Rio Mattajang, Rio Ronika Kris Safitri Safitri, Ronika Kris Saksono, Lalang Santi Retno Sari, Santi Sari Indah Septi Maharani Siti Nuridah Sugiono, Edi Sugito Efendi Suryadi Wahid, Ririan Safiadi Wijanarko, Andi Wilis, Ratih Anggoro Wodi, Lidya Chatrine Yonghwa Han YOSHUA, YOSHUA Yudha Satria