Modeling the Influence of Social Media-Based Educational Marketing on Prospective Students' Enrollment Intentions

Basri; Ilham; Widyatmike Gede Mulawarman; Nurlaili

doi:10.56741/IISTR.jpes.002221

Authors

Basri
basripengawaskota@gmail.com
Ministry of Religious Affairs of the Republic of Indonesia
Ilham Education Office
Widyatmike Gede Mulawarman Mulawarman University https://orcid.org/0000-0002-0996-3757
Nurlaili Mulawarman University https://orcid.org/0000-0001-5019-9802

Keywords:

Educational Marketing, Madrasah Image, SEM-PLS, Social Media, Student Interest

Abstract

This study aims to analyze the effectiveness of social media-based educational marketing strategies in increasing prospective students’ interest in madrasahs in Samarinda City by considering the roles of content quality, usage intensity, and engagement, as well as institutional image as a mediating variable. This research employs a quantitative approach with an explanatory design and is analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The sample consists of 150 respondents, including prospective students and parents who have accessed madrasah social media. The results indicate that content quality (β = 0.32; t = 4.85), usage intensity (β = 0.28; t = 3.92), and engagement (β = 0.35; t = 5.10) have positive and significant effects on institutional image, with engagement being the most dominant factor. Furthermore, content quality (β = 0.21; t = 2.98), usage intensity (β = 0.18; t = 2.45), and engagement (β = 0.22; t = 3.10) also significantly influence prospective students’ interest. Institutional image has the strongest effect on interest (β = 0.41; t = 6.25). The R² values of 0.68 for institutional image and 0.72 for interest indicate strong explanatory power of the model. In addition, institutional image is proven to act as a partial mediator in the relationship between social media marketing strategies and prospective students’ interest. This study concludes that the effectiveness of social media-based educational marketing is strongly determined by content quality, consistency of use, and audience engagement in building a positive institutional image. The findings highlight the importance of interactive and integrated digital strategies to enhance the attractiveness of madrasahs in the digital era.

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Author Biographies

Basri, Ministry of Religious Affairs of the Republic of Indonesia

is an Indonesian civil servant at the Ministry of Religious Affairs of the Republic of Indonesia, actively supporting institutional development, educational policies, and community empowerment. He is currently pursuing a Doctoral degree in Educational Management at Universitas Mulawarman. His research interests include educational governance, human resource development, and institutional effectiveness. He integrates professional experience with academic research to contribute to improving educational quality and public service in Indonesia. (email: basripengawaskota@gmail.com).

Ilham, Education Office

is an Indonesian professional committed to public service, educational development, and institutional leadership. He is currently pursuing a Doctoral degree in Educational Management at Universitas Mulawarman. His academic interests focus on educational management, institutional effectiveness, and human resource development. By combining practical experience with academic knowledge, he seeks to enhance educational quality and strengthen management practices that support sustainable educational development in Indonesia. (email: ilham.muchtar10@gmail.com).

Widyatmike Gede Mulawarman, Mulawarman University

is a Professor at Universitas Mulawarman specializing in guidance and counseling and educational sciences. His research focuses on counseling psychology, student development, educational innovation, character education, and mental health. He has made significant contributions through teaching, research, and community engagement, advancing counseling practices and improving educational quality, particularly in higher education and teacher education institutions. (email: widyatmike@fkip.unmul.ac.id).

Nurlaili, Mulawarman University

is a Professor of Educational Management at the Faculty of Teacher Training and Education, Universitas Mulawarman. Her research interests include teacher performance, educational leadership, organizational conflict, work stress, and human resource management in education. She actively contributes to research, teaching, and community service, promoting educational innovation and effective leadership to improve institutional performance and educational quality in Indonesia. (email: nurlaili@fkip.unmul.ac.id).

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