The effect of influencer credibility on online engagement and its effect towards student enrollment intention

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Surdadi, Aliefia Apridha (2023) The effect of influencer credibility on online engagement and its effect towards student enrollment intention. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Due to Indonesia's rapid development, social media play an important role throughout the promotion of a product or service. According to hoot suite and we are social, Indonesia has a total population of of 274.9 million people, with 202.6 million internet users; hence, 73.7 percent of Indonesians are impacted by the virtual world. The quantity of social media users suggests that social media represents a business opportunity, particularly for higher education institutions. Through the use of influencers, higher education institutions can utilize social media to promote their institution to a large audience. Where these influence prospective students' institution choosing decisions. The purpose of this research is to examine the impact of influencer credibility on online engagement and its effect on enrollment intention among 200 high school students or high school graduates who have not pursued their studies in higher education. This study uses quantitative analysis with partial least square structural equation modeling (PLS-SEM) to analyze the data. The study of the data revealed a positive and significant relationship between factors. The credibility of an influencer has a positive and significant effect on online engagement. Thus, online engagement has a positive and significant effect on enrollment intention. By providing new information and perspectives on influencer credibility, it is anticipated that the findings of this study would strengthen existing empirical literature and ideas relating to enrollment intention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 14 Apr 2023 03:09
Last Modified: 14 Apr 2023 03:09
URI: http://repository.ipmi.ac.id/id/eprint/1946

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