Analisis Peran Konten Instagram Universitas dan Loyalitas Mahasiswa terhadap Peningkatan Reputasi Universitas Kota Batam

Muhammad Ardiansyah

Abstract


A university is required to continuously improve its reputation and with the help of social media (SocMed), the university can grow its reputation through providing content and increasing loyalty through SocMed. The purpose of this study is to analyse the number of SocMed users among students at higher-education institutions, the importance of providing SocMed content, Instagram SocMed content can be considered as good in providing information, Student’s loyalty toward university’s reputation, as a consideration for a university in considering the type of content and interaction that will be carried out to students via SocMed, and to determine the importance of student’s loyalty toward university. This study uses quantitative methods with Content on the university's Instagram SocMed and student’s loyalty as the independent variables, and the University's reputation as the dependent variable. The questionnaire was distributed online using google form. As for data processing, SPSS-App, and data analyst, using regression with several tests consists of data validity-test, data reliability-test, normality-test, and correlation-test. The samples in this study were 395 students from universities in the city of Batam. This study proves that the University's SocMed Content has an influence on the university's reputation, and Student’s Loyalty also affects the university's reputation in the social-environment.


Keywords


Instagram; Social Media Content; Social Media; Student Loyality; University Reputation

Full Text:

PDF

References


Apriananta, Y. J., & Wijaya, L. S. (2018). Penggunaan Website Dan Media Sosial Dalam Membangun Citra Positif Perguruan Tinggi. Jurnal Komunikatif, 7(2), 187–209. https://doi.org/10.33508/jk.v7i2.1750

Arikunto, S. (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta.

Dr. Nur Indriantoro, M.Sc; Supomo, D. B. (1999). Metodologi Penelitian Untuk Akuntansi & Manajemen (Edisi Pertama). BPFE.

Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi.

Hasyim Achmad, R. A. (2009). Prinsip-Prinsip Dasar Metode Riset Bidang Pemasaran. UIEU-University Press.

Husda, N. E. (2019). Analisis Customer Value Dalam Memediasi Pengaruh Sistem Informasi Manajemen Terhadap Reputasi Universitas Swasta Di Kota Batam. Jurnal Manajemen Pemasaran, 13(2), 61–68. https://doi.org/10.9744/pemasaran.13.2.61-68

Irfandi, Sugiyanto, & Kristiyanto, A. (2015). Pengembangan Model Latihan Teknik Servis Bawah, Servis Atas dan Cekis dalam Bolavoli. II, 22–50. https://ejournal.bbg.ac.id/penjaskesrek/article/view/907/

Irwansyah, E., & Moniaga, J. V. (2014). Pengantar Teknologi Informasi (1st ed.). deepublish.

Nuryanto, H. (2012). Sejarah Perkembangan Teknologi dan Komunikasi (1st ed.). Balai Pustaka.

Santoso, A., Baihaqi, I., & F. Persada, S. (2017). Pengaruh Konten Post Instagram terhadap Online Engagement: Studi Kasus pada Lima Merek Pakaian Wanita. Jurnal Sains Dan Seni ITS, 6(1), 50–54.

Sartikah, S., Razati, G., & Utama, R. D. H. (2019). Peran Media Sosial Dalam Memperkuat Loyalitas Pada Merek. Strategic : Jurnal Pendidikan Manajemen Bisnis, 18(1), 28. https://doi.org/10.17509/strategic.v18i1.17588

Sharma, J., & Dhar, R. L. (2016). Factors influencing job performance of nursing staff: Mediating role of affective commitment. Personnel Review, 45(1), 161–182. https://doi.org/10.1108/PR-01-2014-0007

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.

Sujarweni, V. W. (2015). Statistik untuk Bisnis dan Ekonomi. Pustaka Baru Press.

Sukmadinata, N. S. (2009). Metode Penelitian Pendidikan. Remaja Rosdakarya.




DOI: https://doi.org/10.29408/edumatic.v5i1.3291

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

 

Statistik Pengunjung

Creative Commons License

Edumatic: Jurnal Pendidikan Informatika is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.