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THE INFLUENCE OF SOCIAL MEDIA ON INTERNATIONAL STUDENTS' HIGHER EDUCATION CHOICE

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International student mobility has shown a positive trend in the past decade. The competition among higher education institution is now more open and global. Social media makes it possible for higher education institution to market themselves and improve their positioning on the regional level as well as global. This study tries to identify the influence of social media on international students’ higher education decision-making process, with an aim to understand how social media can be used as a strategy for higher education institutions for international students’ recruitment. This study was carried out through quantitative descriptive approach using nonprobability sampling method. Self-administered questionnaires were distributed to 144 international students from several higher education institutions in Indonesia. The survey results demonstrated a certain level of social media usage during part of the students’ search for higher education, while the primary influences still come from traditional sources. Facebook, Instagram, and YouTube showed the highest ranks of social media platforms used among international students. The findings of this study provide practical implications of social media use in higher education institutions’ marketing strategy.

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Availability

30006082

6082

RLC MM (Server RLC)

Available

Detail Information

Series Title

Tesis

Statement of Responsibility

Olivia Intan

Call Number

6082

Publisher

Salemba, Jakarta : Magister Manajemen FEB UI., 2020

Collation

xi, 93 p. : ill. ; 30 cm.

Language

English

ISBN/ISSN

-

Classification

650

Content Type

text

Edition

-

Subject(s)

Tesis
Digital Marketing
MM MBA
Social Media
Decision Making
International Students
Higher Education
2021

Specific Detail Info

-

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