Promosi Pendidikan di Era Gen Z: Efektivitas Live TikTok dan Iklan Digital terhadap Minat Kuliah di Global Institute

Nani Fauzani; M Ramaddan  Julianti; Refi Nabillah Royadi

doi:10.37034/jems.v7i3.148

Authors

Nani Fauzani Institut Teknologi dan Bisnis Bina Sarana Global
M Ramaddan Julianti Institut Teknologi dan Bisnis Bina Sarana Global
Refi Nabillah Royadi Institut Teknologi dan Bisnis Bina Sarana Global

DOI:

https://doi.org/10.37034/jems.v7i3.148

Keywords:

Live TikTok, Iklan Digital, Minat Kuliah, Pemasaran Digital, Regresi Linear Berganda

Abstract

Perkembangan teknologi digital telah mengubah cara institusi pendidikan mempromosikan program mereka kepada calon mahasiswa. Salah satu platform yang berkembang pesat adalah Live TikTok, diikuti dengan pemanfaatan iklan digital sebagai media pemasaran edukatif. Penelitian ini bertujuan untuk mengetahui pengaruh Live TikTok dan Iklan Digital terhadap Minat Kuliah. Penelitian menggunakan pendekatan kuantitatif dengan teknik analisis regresi linear berganda. Data dikumpulkan melalui kuesioner terhadap 100 responden dan dianalisis menggunakan software SPSS. Hasil penelitian menunjukkan bahwa baik Live TikTok maupun Iklan Digital memiliki pengaruh positif dan signifikan terhadap Minat Kuliah, dengan nilai koefisien masing-masing sebesar 0,677 dan 0,283 serta signifikansi 0,000 dan 0,002. Nilai koefisien determinasi (R Square) sebesar 0,574 menunjukkan bahwa 57,4% variasi Minat Kuliah dapat dijelaskan oleh kedua variabel tersebut. Temuan ini menunjukkan bahwa pemanfaatan media digital secara strategis dapat meningkatkan minat masyarakat terhadap pendidikan tinggi.

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