Wina Ahyani, - (2023) PENGARUH SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP KEPUTUSAN PENGGUNAAN JASA PENDIDIKAN ISLAM: Studi Kasus Pondok Pesantren Attaqwa Kabupaten Tasikmalaya. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini memiliki tujuan yaitu menjelaskan pengaruh media sosial Instagram terhadap keputusan penggunaan jasa pendidikan Islam di Pondok Pesantren Attaqwa. Penelitian ini menggunakan metode penelitian kuantitatif melalui pendekatan deskriptif dan verifikatif. Instrumen yang digunakan dalam penelitian ini berupa pedoman wawancara dan pedoman observasi melalui penyebaran angket kuesioner pada 90 responden yang dipilih dengan teknik probability sampling dengan jenis purposive sampling yang menghasilkan sampel sebanyak 38 santri. Penelitian menunjukkan hasil bahwa variabel social media marketing dalam Instagram termasuk dalam kategori cukup dan terdapat pengaruh positif. Social media marketing Instagram pondok pesantren Attaqwa memberikan dampak positif terhadap peningkatan kesadaran dan keterlibatan santri terhadap layanan pendidikan. Meskipun demikian, faktor-faktor lain juga memiliki peran penting dalam membentuk keputusan penggunaan jasa. Oleh karena itu, manajemen pondok pesantren perlu untuk terus mengintegrasikan strategi media sosial dengan faktor-faktor lain yang mempengaruhi keputusan penggunaan jasa pendidikan Islam. Penelitian ini memberikan wawasan bagi institusi pendidikan Islam dalam memanfaatkan media sosial sebagai alat pemasaran yang efektif dan berdampak. This research aims to explain the influence of Instagram social media on the decision to use Islamic education services at Pondok Pesantren Attaqwa. This study employs a quantitative research method with a descriptive and verification approach. The instruments used in this research consist of interview guidelines and observation guidelines through the distribution of questionnaires to 90 respondents selected using probability sampling techniques, specifically purposive sampling, resulting in a sample of 38 students. The research indicates that the variable of social media marketing on Instagram falls into the category of "sufficient" and has a positive influence. Instagram social media marketing at Pondok Pesantren Attaqwa has a positive impact on increasing students' awareness and engagement with educational services. However, other factors also play a significant role in shaping the decision to use these services. Therefore, the management of the Islamic boarding school needs to continuously integrate social media strategies with other factors that influence the decision to use Islamic education services. This research provides insights for Islamic educational institutions in utilizing social media as an effective and impactful marketing tool.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Link Google Schoolar : https://scholar.google.com/citations?user=iuAvTVAAAAAJ&hl=en ID SINTA Dosen Pembimbing Azizah Fauziyah: 6084425 Arief Budiman: 5992927 |
| Uncontrolled Keywords: | Social Media Marketing, Keputusan Penggunaan, Instagram Social Media Marketing, Service Decision, Instagram. |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | Wina ahyani |
| Date Deposited: | 06 May 2024 04:38 |
| Last Modified: | 06 May 2024 04:38 |
| URI: | http://repository.upi.edu/id/eprint/117048 |
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