Analysis of the Use of Instagram as a Promotional Media for Sumbawa University of Technology in Attracting the Interest of Prospective Students from Various Regions

Rafika Nirfanasari

doi:10.61536/ambidextrous.v4i03.568

Authors

Rafika Nirfanasari Universitas Teknologi Sumbawa, Indonesia

DOI:

https://doi.org/10.61536/ambidextrous.v4i03.568

Keywords:

Instagram, Promotional Media, Prospective Students, Sumbawa University of Technology

Abstract

The use of social media has now become a marketing strategy in the field of education, especially universities in Indonesia, such as Instagram which is now used by the University of Technology Sumbawa in promoting its programs to prospective students. Its use is certainly inseparable from the community's habit of obtaining information through social media, because it is considered quite effective and relevant to the current development of communication technology among the public. Instagram is one of the media used by UTS in the promotional process because of its wide reach and has quite complete features compared to other social media. This study was conducted to analyze how the use of Instagram as a medium used by the University of Technology Sumbawa to attract the interest of prospective students from various regions. The method used in this study is a descriptive method with a qualitative approach. The theory used in this study uses the theory of personal branding by Tom Peters. Research data were collected through observations and interviews with the UTS public relations team and UTS students from outside the island of Sumbawa. The results of the study show that the use of Instagram by UTS has increased significantly as seen from the increase in UTS Instagram followers in the last two years, audience interaction with the fairly active account management team, an increase in the registration information diagram and a fairly high increase in engagement rates in several UTS posts on Instagram. So it can be concluded that the use of Instagram as a campus promotional media has been utilized well by UTS and is in accordance with the theory used in this study.

Downloads

Download data is not yet available.

References

Andriani, W., Abdurrahman, & Reno Kemala Sari, P. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan Merek Dharma. Jurnal Manajemen Dan Bisnis, 2(1), 29–37.

Amali, H. I. (2021). “ IMPLEMENTASI KOMUNIKASI INTERNASIONAL DI UNIVERSITAS TEKNOLOGI SUMBAWA DALAM PROGRAM UTS GLOBAL AMBASSADOR SCHOLARSHIP (UTS-GAS)”(STUDI KASUS PADA DIREKTORAT KERJASAMA LUAR NEGRI UTS. Haura Ihsani Amali.

Busolo, C. J. (2025). An Analysis of Word-of-Mouth Communication and its Impact on Consumer Behaviour: A Case Study of Kenya’s Public University Selection.

Braniwati, M., & Bangsawan, A. (2023). Pemanfaatan Media Sosial Instagram sebagai Media Promosi Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Yogyakarta. GIAT: Teknologi untuk Masyarakat, 2(2), 142-153.

Hakim, L. (2022). Filsafat umum: Upaya untuk lebih mengenal & memahami filsafat lebih awal. Zahir Publishing.

Indriansyah, A., Purwanto, M. B., Herawati, N., & Hatidah, H. (2025). Digital marketing management: Efektivitas media sosial sebagai strategi promosi kampus swasta. Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA), 5(2), 541-558.

Miles, M. B. (1984). Qualitative data analysis: A sourcebook of new methods. Beverly Hills

Nurani, D. R. (2021, Juli). Media Sosiak Sebagai Sarana Promosi Efektif Dalam Peningkatan Penjualan Jesse Factory Tulungagung. JURNAL BENEFIT .

Oktavian, B., Safitri, A., & Andini, M. (2025). Pemanfaatan Media Sosial sebagai Sarana Menjaring Calon Mahasiswa dalam Memilih Perguruan Tinggi. Jurnal Ilmiah Ekonomi Dan Manajemen, 3(5), 440-448.

Peters, T. (1997). The brand called you. Fast company, 10(10), 83-90.

Prakosa, F. A., & Permanasari, D. E. (2024). Penggunaan Instagram@ umkla. Official sebagai Sarana Branding dan Promosi Kampus. ANALOGI Jurnal Ilmu Sosial dan Humaniora, 2(1), 52-61.

Putri, M., & Pramusinto, H. (2019). Studi Komparasi Peran Humas dalam Strategi Mempertahankan Reputasi. Economic Education Analysis Journal, 8(1), 333-349.

Seli Febi Saputri, H. S., & Saputri et al. (2024). Pengaruh Promosi Media Sosial, Kualitas Produk, dan Harga terhadap Keputusan Pembeli (Studi Kasus Toko Kue Keikeu). Jurnal Intelek Dan Cendekiawan Nusantara, 1.

Sulistyowati, H., & Husda, S. (2023). Analisis Implementasi Strategi Pemasaran Digital dengan Pendekatan Model SOSTAC di Universitas Putera Batam. PROSIDING SEMINAR NASIONAL ILMU SOSIAL & TEKNOLOGI (SNISTEK) 5 TAHUN 2023, 5.

SUNARYA, A., YULIANI, I., SALMON, I., SARI, J., ANTORO, A., & DIANA, B. (2023). STRATEGI PROMOSI PENGURUS POKJAR MANDIRI PEMALANG DALAM MENJARING CALON MAHASISWA BARU UNIVERSITAS TERBUKA DI ERA SOCIETY 5.0. Jayapangus Press, 6(4), 866-881.

Saputri, S. F., Sukoco, H., Farisi, H., Yuliana, A.,& Andini, M. (2024). Pengaruh Promosi Media Sosial , Kualitas Produk , dan Harga terhadap Keputusan Pembelian ( Studi Kasus Toko Kue Keikeu ) The Influence of Social Media Promotion , Product Quality , and Price on Purchasing Decisions (Case Study of Keikeu Cake Shop). November, 6424–6434.

Sugiyono., & Lestari, P. (2021). Metode Penelitian Komunikasi. Bandung: ALFABETA

Wicaksono, D. A., Yulianto, H., Indonesia, M., & Susilo, B. W. (2022). SEBUAH UPAYA PENINGKATAN PROFITABILITAS BERDASAR DANA PIHAK KETIGA MELALUI KONSEP PEMBIAYAAN SYARIAH: AN EFFORTS TO INCREASE PROFITABILITY BASED ON THIRD PARTY FUNDS THROUGH SHARIA FINANCING CONCEPT. Jurnal Ilmiah Manajemen, Ekonomi dan Bisnis, 1(1), 74-80.

Yuliati, L. (2011). Faktor-faktor yang mempengaruhi minat masyarakat berinvestasi sukuk. Walisongo: Jurnal Penelitian Sosial Keagamaan, 19(1), 103-126.

Sumber website:

Sumber: NapoleonCat https://share.google/GwiSugZb2N3Q63yBC

Sumber: https://share.google/zJMNjiBYIHfl6rgPv

Sumber : https://share.google/BJlvTHr60rzhAx50o