ANALYSIS OF SOCIAL MEDIA INFLUENCE ON THE SELECTION OF UNIVERSITIES IN JABODETABEK USING PROBIT MODEL BASED ON COMPUTER
ANALYSIS OF SOCIAL MEDIA INFLUENCE ON THE SELECTION OF UNIVERSITIES IN JABODETABEK USING PROBIT MODEL BASED ON COMPUTER
By : John Michael Mandey, Nilo Legowo dan Margaretha Ohyver
About five years ago, promotion done by universities is still limited to the conventional media like newspapers, magazines, banners, billboards, or by visiting high schools. But with the development of information technology, social media emerges as an effective medium of promotion. Moreover, it is supported by social media users in Indonesia, especially teenagers. It is needed to examine how much these media influence the media marketing campaign to target high school students. The method used as a consideration to investigate the influence of social media is the probit models. Probit models used in this study to measure the relationship between students’ interest with variables such as the university’s reputation in social media, testimonials, promotions, and others. From these calculations, it can be obtained the significant variables and the probability of a student to choose a university in social media. For the implementation in an application, the author uses Java as its base. This application will facilitate the university in conducting analysis. From the research, significant variables are reputation, quality, ease of information and promotion. While other variables such as testimonials, facilities, and availability of programs is not significant, although still a positive influence. Therefore, the university needs to consider four variables if you want to use social media effectively to promote.
Keywords: social media, probit-based computer, high school students, promotion, student interest