Rosaline, Lydia (2025) PENGARUH KONTEN MARKETING PADA INSTAGRAM @univmercubuana TERHADAP KEPUTUSAN MENDAFTAR DI UNIVERSITAS MERCU BUANA (Survei pada Mahasiswa Fakultas Ilmu Komunikasi Universitas Mercu Buana Angkatan 2024). S1 thesis, Universitas Mercu Buana-Menteng.
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Abstract
Konten marketing merupakan bagian dari strategi komunikasi pemasaran. Penelitian ini bertujuan untuk menganalisis pengaruh konten marketing di Instagram @univmercubuana terhadap keputusan mendaftar mahasiswa Fakultas Ilmu Komunikasi Universitas Mercu Buana angkatan 2024. Penelitian ini menggunakan metode kuantitatif dengan teknik probability sampling, khususnya simple random sampling. Survei terhadap 105 mahasiswa menunjukkan bahwa konten marketing di Instagram @univmercubuana berpengaruh sebesar 81,8% terhadap keputusan mendaftar. Dimensi Relevansi memperoleh persentase jawaban “Sangat Setuju” tertinggi pada variabel Konten Marketing, sementara dimensi Sesuai Kebutuhan memiliki persentase tertinggi pada variabel Keputusan Mendaftar. Hasil penelitian ini menunjukkan bahwa Universitas Mercu Buana dapat mempertahankan strategi konten marketing sebagai alat komunikasi pemasaran yang efektif. Content marketing is part of a marketing communication strategy. This study aims to analyze the influence of content marketing on Instagram @univmercubuana on the enrollment decisions of students at the Faculty of Communication Sciences, Universitas Mercu Buana, class of 2024. This research employs a quantitative method with a probability sampling technique, specifically simple random sampling. A survey of 105 students revealed that content marketing on Instagram @univmercubuana influences enrollment decisions by 81.8%. The Relevance dimension received the highest percentage of “Strongly Agree” responses in the Content Marketing variable, while the Suitability to Needs dimension had the highest percentage in the Enrollment Decision variable. The findings of this study indicate that Universitas Mercu Buana can maintain its content marketing strategy as an effective marketing communication tool.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44321010007 |
| Uncontrolled Keywords: | Content Marketing, Marketing Communication, Instagram, Higher Education. Konten Marketing, Komunikasi Pemasaran, Instagram, Perguruan Tinggi. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 13 Mar 2025 02:37 |
| Last Modified: | 13 Mar 2025 02:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/94840 |
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