The Influence of Social Media Digital Marketing Analysis on New Student Acceptance in a University

Salya Rater; Balkhaya

doi:10.31572/inotera.Vol8.Iss1.2023.ID226

Salya Rater Department of Informatics Engineering South Aceh Polytechnic
Balkhaya Mechanical Engineering Department of Politeknik Aceh Selatan

DOI: https://doi.org/10.31572/inotera.Vol8.Iss1.2023.ID226

Keywords: Digital Marketing, Scial Media, e-Marketing, Research Qualitative

Abstract

Social media affects the way an individual communicates in terms of sharing and delivering information among fellow users. People spend more time looking for information in this area. Social media digital marketing is a new thing that must be considered when carrying out marketing and advertising strategy activities at universities. The phenomenon of the large number of Indonesian people spending time on social media makes universities. Carry out an advertising strategy on this media. The purpose of carrying out this strategy is to increase the number of visitors to the institution's web, increase brand awareness and recognition as well as manage existing consumers as well as increase sales figures. In this study, the researcher intends to analyze the influence of social media digital marketing on the interest of prospective students by taking a phenomenological qualitative approach.

Downloads

Download data is not yet available.

References

Statista. (2015). The Statistics Portal. Retrieved October 6, 2015, from Statista:

Nair, Mohan. (2011) Understanding and measuring the value of social media. Journal of Corporate Accounting & Finance 22 (3):45 - 51

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68.

Data base Ministry of Research and Higher Education https://forlap.ristekdikti.go.id/perguruantinggi/homegraphpt (accessed August 10, 2019).

Indonesian Internet Service Users Association (APJII). (2018). Indonesian Internet Users. Report of the Association of Indonesian Internet Service Providers. (accessed August 10, 2019).

Bryant, S. (2010). “More than 80% of Companies to Increase Spending on Social Media Over Next Year”. 2009. Marketing Forecast. 28 Mar 2010.

Fogg, B. J., Marable, L., Stanford, J., & Tauber, E. R. (2002). “How do people evaluate a web site’s credibility: Results from a large study”.

Assauri, Sofian. (2004). Production and Operations Management. Jakarta: Publishing Institute, Faculty of Economics, University of Indonesia

Wardhana, A. (2015) Digital Marketing Strategy and Its Implications for Competitive Advantage in Indonesia.

Kietzmann, Jan H.; Kristopher Hermkens (2011). "Social media? Get serious! Understanding the functional building blocks of social media". Business Horizons (Submitted manuscript). 54 (3): 241–251

Obar, Jonathan A.; Wildman, Steve (2015). "Social media definition and the governance challenge: An introduction to the special issue". Telecommunications Policy. 39 (9): 745–750.

Solomon, M. R. (2009). Consumer Behavior: Buying, Having and Being. New Jersey: Pearson Education International, Inc.

Mangold, WG. and Faulds, DJ. (2009). Social Media: The New Hybrid Element of The Promotion Mix.

Nikmah, O. F. (2017) Studies About Online Marketing To Increase Business Opportunities. Journal of Administration and Business, 11(1), 47–56.

Moleong, Lexy J. (2015) Revised edition of Qualitative Research Methods. Bandung: Remaja Rosdakarya.

Creswell, J. W. (2015) Qualitative Research and Indonesian Translation Research Design. Yogyakarta: Student Libraries.

Myers, M. D. 2009. Qualitative Research in Business & Management. Singapore: Sage

Pekka, Aula. (2010),"Social media, reputation risk and ambient publicity management", Strategy & Leadership, Vol. 38 Iss: 6 pp. 43 - 49