Analisis Pengaruh Media Sosial Terhadap Efektifitas Promosi di ITB STIKOM Bali

Abstract

ITB STIKOM Bali, as an educational institution operating in the era of globalization, faces challenges of competition with various colleges and universities. Advances in technology and the rapid development of educational institutions require ITB STIKOM Bali to continuously innovate in service and education quality to remain relevant amidst the waves of globalization. One of the strategies employed is digital marketing, which involves utilizing digital media to promote products or services. Specifically, social media marketing plays a vital role in creating awareness, recognition, and action toward an institution through social networking platforms such as blogging and microblogging. This study aims to analyze the impact of social media on the effectiveness of promotions at ITB STIKOM Bali. Data were collected through questionnaires completed by 497 respondents. Analysis using the Likert scale reveals that social media significantly influences the perceptions and decisions of the target audience regarding promotions conducted by ITB STIKOM Bali. The results of this study are expected to provide insights for the institution in developing more effective promotional strategies through social media utilization.