PENGARUH TERPAAN INSTAGRAM DAN KEMENARIKAN PESAN TERHADAP MINAT CALON MAHASISWA DALAM MEMILIH UNIVERSITAS

Abstract

Rahmadani Haris. 106116013. The Influence of Exposure Instagram and the attractiveness of messages to the Interest of Prospective Students in Choosing University.

This research is about The Influence of Exposure Instagram and the attractiveness of messages to the Interest of Prospective Students in Choosing University with the aim to find out whether there is an influence of Instagram social media exposure and the attractiveness of messages to the interests of prospective students. The method used in this research is descriptive quantitative method with a population of 12th grade high school students Bakti Idhata Jakarta. The sample is determined using the taro yamane formula and simple random sampling technique. Data is collected by distributing closed questionnaires directly. Test the validity of the instrument using Pearson Product Moment, reliability testing using Cronbach Alpha with the help of SPSS software. The analysis technique used is multiple linear regression test with a significance level of 10%. The results show (1) The social media instagram @universitaspertamina exposure has a significant effect on the interests of prospective students in choosing university with a significance value of 0.005 (2) The attractiveness of messages has a positive effect on the interests of prospective students in choosing university with a significance value of 0,000. Simultaneously the exposure of Instagram and the attractiveness of messages to the interests of prospective students in choosing university had a positive effect with a significance value of 0,000.