PENGARUH PROMOSI BERBASIS MEDIA SOSIAL TERHADAP MINAT MASUK PESERTA DIDIK DI MAN 1 BANDAR LAMPUNG

INTAN, VIDIA MAULIDINA (2025) PENGARUH PROMOSI BERBASIS MEDIA SOSIAL TERHADAP MINAT MASUK PESERTA DIDIK DI MAN 1 BANDAR LAMPUNG. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Perkembangan teknologi informasi dan komunikasi yang pesat khususnya dalam penggunaan media sosial, juga mendorong lembaga pendidikan untuk beradaptasi agar tetap kompetitif. Media sosial kini menjadi sarana komunikasi dan promosi yang efektif, termasuk bagi madrasah dalam menarik peserta didik baru. MAN 1 Bandar Lampung sebagai salah satu madrasah unggulan di Provinsi Lampung juga memanfaatkan media sosial sebagai bagian dari strategi promosi. Tujuan dari penelitian ini untuk mengetahui seberapa besar pengaruh promosi berbasis media sosial terhadap minat masuk peserta didik ke MAN 1 Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi Lampung 468 siswa kelas X di MAN 1 Bandar Lampung. Melalui teknik probability sampling dengan metode simple random sampling diperoleh 82 sampel dengan rumus slovin. Teknik pengumpulan data melalui penyebaran angket menggunakan skala Likert yang telah diuji validitas dan reliabilitasnya. Sebelum uji hipotesis, data di uji prasyarat terlebih dahulu yang meliputi uji normalitas dan uji linearitas. Analisis data menggunakan uji regresi linier sederhana, uji t, dan koefisien determinasi dengan SPSS versi 25 pada taraf signifikansi 0,005. Dari hasil penelitian, disimpulkan bahwa: (1) Promosi berbasis media sosial berpengaruh signifikan terhadap minat masuk peserta didik di MAN 1 Bandar Lampung melalui analisis regresi linear sederhana, dengan nilai signifikansi sebesar 0,000 dan nilai t hitung sebesar 8,758 yang lebih besar dari t tabel 1,990; (2) Berdasarkan persamaan regresi Y = 16,717 + 1,030X, diketahui bahwa setiap peningkatan satu satuan dalam kegiatan promosi media sosial dapat meningkatkan minat masuk peserta didik sebesar 1,030 poin; (3) Hasil koefisien determinasi (R²) sebesar 0,490 menunjukkan bahwa promosi media sosial menjelaskan sebesar 49% variasi dalam minat masuk peserta didik, sedangkan 51% sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Kata Kunci: Promosi, Media Sosial, Minat Peserta Didik. ii ABTRACT The rapid development of information and communication technology, particularly in the use of social media, has also encouraged educational institutions to adapt in order to remain competitive. Social media has now become an effective means of communication and promotion, including for madrasahs in attracting new students. MAN 1 Bandar Lampung, as one of the leading madrasahs in Lampung Province, also utilizes social media as part of its promotional strategy. The purpose of this study is to determine the extent of the influence of social media-based promotion on student interest in enrolling at MAN 1 Bandar Lampung. This study uses a quantitative approach with a population of 468 tenth-grade students at MAN 1 Bandar Lampung. Through probability sampling using the simple random sampling method, 82 samples were obtained using the Slovin formula. Data collection was conducted through the distribution of questionnaires using a Likert scale that had been tested for validity and reliability. Before testing the hypothesis, the data was tested for prerequisites, including normality and linearity. Data analysis was performed using simple linear regression, t-test, and coefficient of determination with SPSS version 25 at a significance level of 0.005. From the research results, it was concluded that: (1) Social media-based promotion has a significant effect on student enrollment interest at MAN 1 Bandar Lampung through simple linear regression analysis, with a significance value of 0.000 and a t-value of 8.758, which is greater than the t-table value of 1.990; (2) Based on the regression equation Y = 16.717 + 1.030X, it is known that every one unit increase in social media promotion activities can increase student enrollment interest by 1.030 points; (3) The coefficient of determination (R²) of 0.490 indicates that social media promotion explains 49% of the variation in student enrollment interest, while the remaining 51% is influenced by other variables outside the scope of this study. Keywords: Promotion, Social Media, Student Interest.

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