Pengaruh Media Sosial Dan Word Of Mouth Terhadap Minat Mahasiswa Mendaftar Di Universitas Lancang Kuning
Keywords:
Social Media, Word Of Mouth, Student Interest in RegisteringAbstract
The purpose of this study was to determine how social media and word of mouth affect student interest in enrolling at Lancang Kuning University. The sample of this study consisted of 96 unilak students class of 2024.The method used is the icidental type non-probability technique. Quantitative data analysis was used in this study. Multiple linear regression equations were used as the analysis strategy, and SPSS Version 22 was used to process the data. The results showed that the following factors partially influenced social media by 33.0% and word of mouth partially influenced by 62.6%. This study shows that social media and word of mouth simultaneously have a large and significant influence on student interest in applying to unilak. This is indicated by the R2 value of 0.620 which shows that these factors contribute 62.0% to student interest in enrolling at Lancang Kuning University.
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