The Influence of Promotion Through Instagram @dehasen on New Students’ Decisions in Choosing Dehasen University Bengkulu
A Quantitative Study on Communication Science Students of the Class of 2024
Keywords:
Promotion, Instagram, Student Decision-Making, Digital Marketing, Higher EducationAbstract
This study examines the influence of promotion through Instagram @dehasen on new students’ decisions in choosing Dehasen University Bengkulu. The research employed a quantitative explanatory approach using a survey method. The sample consisted of 76 students from the Communication Science Class of 2024, selected using probability sampling with a total sampling technique. Data were collected through questionnaires measured on a Likert scale and analyzed using IBM SPSS version 26. The study was grounded in the Social Media Promotion theory (4C concept: Context, Communication, Collaboration, and Connection) proposed by Chris Heuer and the Consumer Decision-Making theory by Kotler and Keller. The results indicate that promotion through Instagram has a positive and significant effect on students’ decisions to choose Dehasen University Bengkulu, with a significance value of 0.000 (< 0.05) and a t-value of 4.166 greater than the t-table value of 1.992. The coefficient of determination shows that Instagram promotion contributes 80.1% to students’ decision-making, while 19.9% is influenced by other factors. Among the promotional indicators, context has the strongest influence, while in the decision-making process, university recognition and information search are the most dominant factors. These findings suggest that Instagram serves as an effective digital promotional tool in influencing prospective students’ university selection decisions.
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