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PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM @ADMISI.UINSK TERHADAP PENERIMAAN MAHASISWA BARU MENGGUNAKAN MODEL AISAS (Studi Kuantitatif Pelajar SLTA di Yogyakrata T.A 2025)
This study aims to analyze the influence of Instagram-based social media marketing via the account @admisi.uinsk on student admission decisions using the AISAS model (Attention, Interest, Search, Action, Share). A quantitative approach was employed through a korelasional of 70 high school students in Yogyakarta who had accessed the @admisi.uinsk account. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results show that social media marketing has a significant positive effect on Attention (β = 0.762; p < 0.001), Interest (β = 0.780; p < 0.001), and Search (β = 0.799; p < 0.001). However, social media marketing does not have a direct significant effect on Action (β = 0.104; p = 0.228) or Share (β = 0.049; p = 0.367). Conversely, Attention (β = 0.380; p = 0.004), Interest (β = 0.358; p = 0.012), and Search (β = 0.318; p = 0.031) significantly influence Action, which in turn has a significant effect on Share (β = 0.682; p < 0.001). The model is deemed valid and reliable, with AVE values above 0.5 and composite reliability values above 0.7. The R² values for the endogenous variables indicate strong explanatory power: Attention (0.581), Interest (0.608), Search (0.638), Action (0.738), and Share (0.465). These findings confirm that the early stages in the AISAS model (Attention, Interest, Search) serve as key mediators in channeling the influence of social media marketing toward both real (Action) and social (Share) behavior. Thus, strong Instagram content strategies can influence the psychological process of prospective students in making university enrollment decisions.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM @ADMISI.UINSK TERHADAP PENERIMAAN MAHASISWA BARU MENGGUNAKAN MODEL AISAS (Studi Kuantitatif Pelajar SLTA di Yogyakrata T.A 2025) (Text)
PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM @ADMISI.UINSK TERHADAP PENERIMAAN MAHASISWA BARU MENGGUNAKAN MODEL AISAS (Studi Kuantitatif Pelajar SLTA di Yogyakrata T.A 2025) (Other)
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302.231 Media Komunikasi, Media Massa, Media Sosial