Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)

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Unlocking the Potential of Instagram Marketing: Boosting New Student Acceptance in Higher Education

Authors
Totok Wahyu Abadi1, *, Usmanova Zumrad Islamovna2
1Universitas Muhammadiyah Sidoarjo, Sidoarjo, Indonesia
2Marketing Department of the Samarkand Institute of Economics and Service, Samarkand, Uzbekistan
*Corresponding author. Email: totokwahyu@umsida.ac.id
Corresponding Author
Totok Wahyu Abadi
Available Online 27 April 2023.
DOI
10.2991/978-2-38476-048-0_30How to use a DOI?
Keywords
Education; Marketing Communication; Instagram; Prospective Students; Acceptance
Abstract

The study aimed to investigate the impact of marketing and Instagram communication on the acceptance of prospective new students at Muhammadiyah University of Sidoarjo for the academic year 2021. The research method used was quantitative with a sample of 338 new students who were randomly selected using proportional sampling. Data was collected through questionnaires that were distributed to the new students via WhatsApp. The data were analyzed using multiple linear regression in SPSS 25. The study found that marketing and Instagram communication significantly influenced the acceptance of new students at Umsida. The research suggests that social media platforms such as Instagram can be an effective tool for educational institutions to promote their services and attract prospective students. It highlights the importance of utilizing various media to disseminate marketing communication and to cater to the needs of prospective students.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
27 April 2023
ISBN
10.2991/978-2-38476-048-0_30
ISSN
2352-5398
DOI
10.2991/978-2-38476-048-0_30How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Totok Wahyu Abadi
AU  - Usmanova Zumrad Islamovna
PY  - 2023
DA  - 2023/04/27
TI  - Unlocking the Potential of Instagram Marketing: Boosting New Student Acceptance in Higher Education
BT  - Proceedings of the International Conference on Advance Research in Social and Economic Science (ICARSE 2022)
PB  - Atlantis Press
SP  - 263
EP  - 270
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-048-0_30
DO  - 10.2991/978-2-38476-048-0_30
ID  - Abadi2023
ER  -