PENGARUH DIGITAL PRESENCE TERHADAP PENERIMAAN MAHASISWA BARU PADA PERGURUAN TINGGI
DOI:
https://doi.org/10.31849/zkyvmg70Keywords:
Digital Presence, Engagement, Media Sosial, Pemasaran Pendidikan TinggiAbstract
Penelitian ini bertujuan menganalisis pengaruh digital presence terhadap penerimaan mahasiswa baru pada perguruan tinggi dengan objek penelitian Universitas Lancang Kuning (UNILAK) periode 2021–2024. Fokus penelitian mencakup lima platform resmi: Instagram, TikTok, YouTube, Facebook, dan situs web utama. Menggunakan metode kuantitatif deskriptif korelasi, data sekunder bersumber dari Socialinsider.io, PageSpeed.web.dev, dan PDDIKTI. Hasil penelitian menunjukkan TikTok memiliki engagement rate tertinggi (5,09%), sementara situs web mencapai skor SEO 83. Analisis korelasi Pearson menunjukkan hubungan kuat (r = 0,79) dengan nilai R2 = 0,73 melalui persamaan regresi Y = 1325 + 94,6X. Temuan ini membuktikan aktivitas digital yang kuat berpengaruh signifikan terhadap peningkatan jumlah mahasiswa baru. Penelitian ini mendukung model Technology Acceptance Model (TAM) serta Digital Marketing Funnel, sekaligus menegaskan urgensi strategi promosi berbasis data untuk meningkatkan efektivitas pemasaran di institusi pendidikan tinggi.
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