ANALISIS PERAN INSTAGRAM DALAM KEPUTUSAN FOLLOWERS MELANJUTKAN STUDI DI BATAM TOURISM POLYTECHNIC

  • Kamelia Santika Politeknik Pariwisata Batam
  • Arina Luthfini Lubis Politeknik Pariwisata Batam
  • Andri Wibowo Politeknik Pariwisata Batam

Abstract

This study evaluates the influence of Instagram @batamtoursmpolytechnic on prospective students' decisions to enroll at the Batam Tourism Polytechnic. Data shows that the majority of respondents (82.9%) follow this account daily before registration, reflecting high engagement and interest in the content provided. Focusing on new students from the 2024 cohort in the Culinary Management program, the research collected data using a questionnaire with both open-ended and closed-ended questions. The questionnaire was designed to explore respondents' perceptions of the content on Instagram @batamtoursmpolytechnic and how this content impacts their decision-making. The method employed is a qualitative design with a descriptive approach, allowing for an in-depth understanding of this phenomenon. The results indicate that most respondents actively follow the Instagram account and feel that the content significantly influences their decision to enroll at BTP. Specifically, 75.9% of respondents consider Instagram posts to have a large or very large impact on their enrollment decision, and 92.3% followed the account before registering. These findings suggest that Instagram content plays a significant role in the enrollment decision and offer opportunities to enhance engagement with prospective students through more relevant and informative content strategies. This research provides valuable insights into the role of social media in prospective students' academic decision-making.
Published
2025-01-20
How to Cite
Santika, K., Lubis, A., & Wibowo, A. (2025). ANALISIS PERAN INSTAGRAM DALAM KEPUTUSAN FOLLOWERS MELANJUTKAN STUDI DI BATAM TOURISM POLYTECHNIC. JURSIMA, 13(1), 85-100. https://doi.org/10.47024/js.v13i1.899

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