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All Journal IPTEK Journal of Proceedings Series Teika Jurnal Teknologi Informasi dan Ilmu Komputer Sistemasi: Jurnal Sistem Informasi JOIV : International Journal on Informatics Visualization Informatika Mulawarman: Jurnal Ilmiah Ilmu Komputer INTEGER: Journal of Information Technology INTENSIF: Jurnal Ilmiah Penelitian dan Penerapan Teknologi Sistem Informasi JMM (Jurnal Masyarakat Mandiri) INTECOMS: Journal of Information Technology and Computer Science JIPI (Jurnal Ilmiah Penelitian dan Pembelajaran Informatika) Journal of Information System,Graphics, Hospitality and Technology Jurnal Mantik Madani : Indonesian Journal of Civil Society eProceedings of Engineering Innovative: Journal Of Social Science Research Jurnal Masyarakat Mengabdi (JUMADI)
Aris Kusumawati
Universitas Telkom
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering 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 Adiputra, Dimas Affifiana Prisyanti Afifatus Sa'diyah, Rizki Ainaya, Wanda Nadhifa Aisyah Putri Amni Ramadhanti Alifiansyah Arrizqy Hidayat Anandito Satria Pradana Anfazul Faridatul Azizah Anita Hakim Nasution Annisa Nur Salsabilla Apol Pribadi Arnoldus Yansen Friska Danar Yudhistira Danar, Arnoldus Yansen Dwi Hariyanto, Muhammad Ekky Dea Audry Jaya Fajria, Asruliasani Fandisya Rahman Farid Duta Hadyanto Farid Duta Hadyanto Fatahillah, Aditya M. Firmansyah, Ryan Fitri Rayani Siahaan Hadyanto, Farid Duta Hanun Azizah , Farras Hawwin Mardhiana Hendradi, Fransisca Aurelia Maranatha Hutagalung, Novi Monica Iswantoro, Nazhiva Salma Putri Jaya, Ekky Dea Audry Mochamad Nizar Palefi Ma’ady Mohammad Sholik Muhajir, Daud Muhammad Ilham Alhari Muhammad Nasrullah Muhammad Nasrullah Muhammad Zhahnur Arif Mustafa Kamal Nadiah Ratnaduhita Nilla Rachmaningrum Nuraini, Wan Azizah Sri Pudji Istiyanto, Noerma Puspita Rini, Hafida Qilbaaini Effendi Muftikhali Rachmania, Marsha Adinda Rahmatulloh, Ridho Rahmawati Hasan , Dyah Ramadhan, Muhammad Ayondi Ramadhanti, Aisyah Putri Amni Raulia Riski Rayani Siahaan, Fitri Rheynansya Tabriz Tajj Hauravin Al Kanza Ridho Rahmatullah Riza Akhsani Setyo Prayoga Rizma Elfariani Rokhmatul Insani Rosidah, Nur Azizah Rosyid Abdillah Salsabilla, Annisa Nur Satriawan, Muhammad Paksi Septiano, Dino Rossi Eka Sri Hidayati Sri Hidayati Surya Huditara , Kevin Syukron Hidayat Syukron Hidayat, Syukron Tanzilal Mustaqim Teks, Johnson G. A. Tita Ayu Rospricilia Titus Kristanto Trisnawati, Azzahra Rizki Sulardi Ully Asfari Virasari, Cantika Anisya Vortis, Cindy G. Wachda Yuniar Rochmah Yolanda, Birgita Yuni Qoriah Verdiana Yuningsih, Vanisa Damayanti Yupit Sudianto