@phdthesis{digilib74524,
           month = {September},
           title = {PENGARUH MEDIA SOSIAL DALAM PEMASARAN JASA PENDIDIKAN TERHADAP PENINGKATAN MINAT SISWA BARU DI SEKOLAH SMK PERTIWI KUNINGAN JAWA BARAT},
          school = {UIN SUNAN KALIJAGA YOGYAKARTA},
          author = {NIM.: 21104090074 Muhammad Ilham Habibillah},
            year = {2025},
            note = {Nora Saiva Jannana, M.Pd.},
        keywords = {Sosial Media, Pemasaran Jasa Pendidikan, Minat Siswa Baru},
             url = {https://digilib.uin-suka.ac.id/id/eprint/74524/},
        abstract = {The rapid development of information technology has encouraged educational institutions to utilize social media as a strategic instrument in marketing educational services, particularly to attract prospective students. However, the use of social media by educational institutions in Kuningan remains relatively underdeveloped compared to other regions. This study aims to examine the influence of social media on educational service marketing and its impact on increasing prospective students? interest, focusing on SMK Pertiwi Kuningan, which actively engages with platforms such as instagram, tiktok, youtube, and facebook.
This study applied a quantitative approach using causal associative methods. Data were collected through questionnaires distributed to 88\% of prospective students at SMK Pertiwi Kuningan, the number of which was determined based on the Slovin formula. Data collection was carried out by distributing questionnaires that had been tested for validity and reliability. Data analysis was performed using IBM SPSS software version 27, including descriptive analysis, prerequisite tests, and parametric inferential analysis in the form of simple linear regression and t-tests.
The results showed that social media had a positive and significant effect on increasing the interest of new students. This is evidenced by a coefficient of determination value of 76\% and a t-value of 16.487, which is higher than the t-table value of 1.984. These findings indicate that the strategic use of social media is effective in increasing school exposure and attracting prospective students' interest in the educational services provid.}
}