MANAJEMEN MEDIA SOSIAL DALAM MANAJEMEN SEKOLAH: ANALISIS KUANTITATIF PENGARUH INSTAGRAM TERHADAP EFEKTIVITAS PPDB
DOI:
https://doi.org/10.34125/jmp.v11i3.2098Keywords:
social media management Instagram admissions effectivenessAbstract
This study examines the effect of Instagram social media management on the effectiveness of new student admissions (PPDB) at SMA Pramita Tangerang. A quantitative correlational approach with a cross-sectional design was applied to 55 respondents selected from 125 tenth-grade students using Slovin’s formula and simple random sampling. Data were collected through a closed Likert-scale questionnaire, then tested for item validity and internal reliability before further analysis. Instagram management was measured using the AISAS dimensions, namely attention, interest, search, action, and share, while PPDB effectiveness was assessed through indicators in the research instrument. Data analysis was conducted with IBM SPSS using descriptive statistics, Pearson correlation, and simple linear regression. The findings show a very strong and significant positive relationship between Instagram management and PPDB effectiveness (r=0.893; p<0.001; B=0.763; t=14.460; p<0.001), with an explanatory contribution of 79.8% (R²=0.798). The study’s novelty lies in positioning AISAS-based Instagram governance as a measurable school-management practice that supports admissions performance. These results provide empirical guidance for improving content planning, interaction quality, and account management in schools.
References
Anthony, O. G. A., & Setianingrum, V. M. (2026). Efektivitas Instagram Sebagai Media Promosi dan Branding Terhadap Keputusan Mahasiswa Dalam Memilih Kampus Swasta. The Commercium, 10(1), 60–69. https://doi.org/10.26740/tc.v10i1.72838
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage Publications.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Faozi, A. A., Sumarsih, S., & Ati, N. I. (2022). ANALISIS KEBIJAKAN TATA KELOLA KOMUNIKASI DALAM MENINGKATKAN KINERJA LEMBAGA PENDIDIKAN. TADBIRUNA, 2(1), 197–206. https://doi.org/10.51192/jurnalmanajemenpendidikanislam.v5i1.2157
Ghozali, I. (2021). Partial Least Square Menggunakan Program SmartPLS 3.2. 9 untuk Penelitian Empiris. Semarang (ID): Badan Penerbit Universitas Diponegoro.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
Hoirunsia, J. (2025, June). 10 {SMA} Terbaik di Tangerang 2025 Berdasarkan Nilai {UTBK}, Bisa Jadi Referensi {SPMB} Siswa Kelas 9. https://infotangerang.id/10-sma-terbaik-di-tangerang-2025-berdasarkan-nilai-utbk-bisa-jadi-referensi-spmb-siswa-kelas-9/
Irrianda, J. F. (2021). Manajemen Komunikasi Pemasaran Institut Ilmu Sosial dan Manajemen Stiami di Masa Pandemi Corona Virus Disease 2019. LUGAS Jurnal Komunikasi, 5(2), 106–114. https://doi.org/10.24198/jmk.v6i1.30014
Kemp, S. (2025, January 28). Digital 2025: Indonesia. DataReportal. https://datareportal.com/reports/digital-2025-indonesia
Li, H., & Pan, Y. (2023). Impact of interaction effects between visual and auditory signs on consumer purchasing behavior based on the AISAS Model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1548–1559. https://doi.org/10.3390/jtaer18030078
Mohamed Hashim, M. A., Tlemsani, I., & Matthews, R. (2022). Higher education strategy in digital transformation. Education and Information Technologies, 27(3), 3171–3195.
Rabiulyfani, T., & Salma, A. N. (2022). Strategi Digital Branding Smb Telkom University Melalui Media Sosial Instagram. EProceedings of Management, 9(3). https://doi.org/10.24815/jkg.v11i2.23547
Shields, A. B., & Peruta, A. (2019). Social media and the university decision. Do prospective students really care? Journal of Marketing for Higher Education, 29(1), 67–83. https://doi.org/10.1080/08841241.2018.1557778
Solihin, S., Pasca, Y. D., Tajriani, D. T., & Siregar, R. (2025). Efektivitas Pemanfataan Media Sosial Instagram Dalam Promosi: Penelitian Analisis Strength, Weakness, Opportunity, and Treath Pada Lembaga SMK 2024. Journal of Innovation in Management, Accounting and Business, 4(2), 195–204. https://doi.org/10.56916/jimab.v4i2.1357
Sriyanto, A., & Muttaqin, Z. (2024). From Instagram to Campus: The Impact of Social Media Marketing on Students’ Interest through Trust and Brand Recognition. Kalijaga Journal of Communication, 6(2), 139–170. https://doi.org/10.14421/kjc.62.02.2024
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Suhendri, S., Ridwan, M., Awan, U. S. S., & Nasution, D. P. J. (2025). Manajemen komunikasi strategis dalam organisasi di era digital: Pendekatan kontekstual di Indonesia. Jurnal Ilmiah Widya Sosiopolitika, 7(2), 107–123. https://doi.org/10.24843/JIWSP.2025.v07.i02.p03
Sulistiyawan, E., Rahmi, L., & Fidyantaka, F. (2024). EFEKTIVITAS MEDIA SOSIAL TERHADAP PENERIMAAN PESERTA DIDIK BARU DI SMP MUHAMMADIYAH 4 SURABAYA TAHUN AJARAN 2024/2025. Jurnal Manajemen Dan Bisnis, 2(1), 1–6. https://doi.org/10.36456/jms.v2i1.9077
