ANALISIS PENGARUH SOCIAL MEDIA MARKETING ACTIVITIES TERHADAP PERCEIVED VALUE, E-WOM INTENTION, DAN INTENTION TO ENROLL DENGAN PENDEKATAN SEM-PLS
DOI:
https://doi.org/10.24076/joism.2025v7i1.2121Keywords:
electronic word of mouth, intention to enroll, perceived value, social media marketing activities, SEM-PLSAbstract
Dalam persaingan antar perguruan tinggi, optimalisasi aktivitas pemasaran media sosial atau social media marketing activities (SMMA) berperan penting dalam menarik dan mengonversi calon mahasiswa. Penelitian ini menganalisis pengaruh SMMA terhadap nilai yang dirasakan (perceived value), serta dampaknya terhadap minat mendaftar (intention to enroll) dan niat menyebarkan informasi secara elektronik atau electronic word of mouth (e-WOM) intention, dengan fokus pada akun Instagram penerimaan mahasiswa baru di perguruan tinggi swasta. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode SEM-PLS yang mencakup analisis model pengukuran dan model struktural. Temuan penelitian menunjukkan bahwa interactivity dan informativeness dari SMMA memiliki pengaruh positif dan signifikan terhadap perceived value calon mahasiswa. Perceived value terbukti berperan penting dalam meningkatkan intention to enroll serta mendorong e-WOM intention. Hasil penelitian ini diharapkan dapat memberikan kontribusi dalam pengembangan strategi pemasaran digital institusi pendidikan, khususnya dalam optimalisasi pengelolaan konten media sosial untuk meningkatkan daya tarik dan keterlibatan calon mahasiswa.
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