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All Journal Management of Education: Jurnal Manajemen Pendidikan Islam
Muhammad Fikria Najitama
Kyai Ageng Muhammad Besari University, Ponorogo, Indonesia
Religion Education

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The Effect of Emotional Narratives on Instagram Reels on Student Enrollment Interest with Audience Engagement as a Mediator Irma An-Nisa’ Mahirohqudsi; Miftakhul Nur Jannah; Muhamad Burhan Mujahidin; Maulana Abiyyu Nur Firdaus; Muhammad Fikria Najitama
Management of Education: Jurnal Manajemen Pendidikan Islam Vol. 11 No. 2 (2025): Management of Education: Jurnal Manajemen Pendidikan Islam
Publisher : Fakultas Tarbiyah dan Keguruan UIN Antasari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18592/moe.v11i2.17408

Abstract

Schools increasingly use Instagram Reels as a promotional medium to build emotional closeness with prospective students. Researchers believe emotional narratives increase enrollment interest, but audience engagement plays a key role in mediating this effect. This study used a quantitative survey method on 141 students at SMKN 1 Ponorogo. The instrument consisted of a 4-point Likert scale questionnaire, tested for validity and reliability using SmartPLS 3.0. Researchers analyzed data using PLS-SEM to examine direct, indirect, and mediating effects. The results showed that emotional narratives significantly influenced audience engagement (β = 0.647; p = 0.000), and audience engagement significantly influenced registration interest (β = 0.594; p = 0.000). The direct effect of emotional narratives on registration interest is positive but insignificant (β = 0.166; p = 0.121). This study found a full mediating effect with a significant indirect influence (β = 0.384; p = 0.000). The R² values of 0.418 for audience engagement and 0.508 for enrollment interest indicate a moderate contribution of the model. These findings confirm that emotional narratives are compelling only when accompanied by strategies encouraging active audience interaction, increasing the likelihood of prospective students enrolling.
Co-Authors Irma An-Nisa’ Mahirohqudsi Maulana Abiyyu Nur Firdaus Miftakhul Nur Jannah Muhamad Burhan Mujahidin