The Influence of Instagram Promotional Content on the Decision to Choose a Study Program at Hang Tuah University Pekanbaru
Keywords:
Instagram; Promotional Content; Choice Decision; Study Program; Hang Tuah University Pekanbaru.Abstract
As a visual social media platform, Instagram exerts significant influence in conveying promotional messages, including within the context of higher education. Universitas Hang Tuah Pekanbaru actively utilizes this platform to introduce its study programs to the general public, particularly the digital-savvy younger generation. However, there is a lack of research specifically measuring the impact of Instagram promotional content on students' decisions regarding their choice of study program, particularly within the campus community. This study aims to analyze the extent to which Universitas Hang Tuah Pekanbaru's Instagram promotional content influences second-semester students' decisions in selecting a study program. The research focuses on second-semester students from the Communication Science, Information Systems, and Informatics Engineering study programs. The objective is to identify the visual factors, promotional messages, and content interactivity that shape their perceptions and decisions. A quantitative research method employing a survey approach was used. Data collection was conducted via an online questionnaire designed based on promotional content indicators and decision-making variables. The collected data were analyzed using descriptive and inferential statistical techniques, including regression and correlation analyses. The correlation analysis revealed a positive and significant relationship between Instagram promotional content and the decision to choose a study program (r = 0.61, p < 0.01). These findings support Social Media Marketing theory, which posits that engaging, informative, and relevant content can generate audience interest and influence their decisions.
References
Abdullah, D. M. R., Rukmana, A. Y., Rahmah, S., D. (2023). Komunikasi di era digital. adang: Get Press Indonesia.
Anggraeni, A. F., Sudrajat, A., & Salsabila, A. N. (2024). Analisis Pemanfaatan Media Sosial Instagram Sebagai Media Promosi Usaha Menantea. 13(4), 917–923.
Hulu, M. K., Informasi, T., Nias, U., & Farmasi, F. (2025). Peran Media Sosial . 02, 51–59.
Indriansyah, A., Purwanto, M. B., & Herawati, N. (2024). Digital Marketing Management : Efektivitas Media Sosial Sebagai Strategi Promosi Kampus Swasta. 541–558.
Mei, N., Oktavian, B., & Andini, M. (2025). Pemanfaatan Media Sosial sebagai Sarana Menjaring Calon Mahasiswa dalam Memilih Perguruan Tinggi. 3(5), 440–448.
Nasrullah, R. (2023). Media sosial: Perspektif komunikasi, budaya, dan sosioteknologi (Edisi revisi). Bandung: Simbiosa Rekatama Media.
Nugroho, T. A., Azzahra, F. C., & Yukka, M. (2022). Pemanfaatan Instagram Sebagai Media Promosi Social Commerce Usaha Bro . 5(1), 136–149.
Praulina, F., Marlena, N., Kreator, K., Produk, P., & Affiliate, S. (2024). Dalam Mempromosikan Produk Shopee Affiliate Melalui Media. 12(3).
Sarbani, Y. A., & Lestari, I. (2022). Strategi Promosi Universitas Swasta melalui Instagram Pengamatan terhadap Akun Instagram Resmi 6 Universitas Swasta Unggulan di Jawa Timur. 10(2), 150–165.
Septiana, V., Sri, B., Murtiningsih, E., & Astagini, N. (2025). Efektivitas Media Sosial dalam Mempromosikan Pendidikan Tinggi Berbasis Vokasional Kepada Calon Mahasiswa. 8(1), 63–73.
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Syukerti, N., & Mulyadi, A. I. (2022). Media sosial sebagai media pergeseran interaksi sosial remaja. 2(2), 1–10.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Risa Amalia, Rudi Rahman, Abdullah Mitrin, Thatalia Yunda
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under?áa Creative Commons Attribution-NonCommercial 4.0 International License?áthat allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
