PERAN MEDIA SOSIAL SEBAGAI STRATEGI MENINGKATKAN MINAT CALON MAHASISWA MELANJUTKAN PENDIDIKAN DI UNIKA ATMA JAYA TAHUN AJARAN 2025 – 2026

Social media is currently used as a promotional tool for various services, including higher education. One higher education institution that utilizes social media is Atma Jaya Catholic University of Indonesia, Jakarta. This study aims to describe the importance of social media in promoting study programs to prospective students. This study used a quantitative method using a questionnaire to 60 prospective students from SMA Strada Tangerang and SMA Pangudi Luhur 2, Bekasi. Data were analyzed using SPSS software to generate descriptive statistics. The research results show that social media has proven to be a reference tool for prospective new students in choosing study programs and universities. The most effective social media is Instagram because advertisements displayed on it are chosen by 90% of respondents. Other social media, such as TikTok, is the second most popular choice, chosen by 85% of respondents. Meanwhile, other social media, such as YouTube and Facebook, received a mean score below Instagram and TikTok. In addition, prospective students also expressed that they were helped by the information provided by Instagram and TikTok promotional media because they are easily accessible and have interesting content. The use of Instagram and TikTok social media needs to be managed well and attractively by including content containing information about lectures and scholarships, alumni and user testimonials, career opportunities, collaborations with well-known influencers, Q&A and F&Q can increase interest and strengthen prospective students' decisions when choosing a college. The research concludes that selecting the right and engaging social media platform plays a crucial role in influencing prospective students' perceptions and decisions about the institution, making social media an effective tool for promoting higher education to prospective students.