Pengaruh Citra Lembaga melalui Instagram terhadap Keputusan Taruna Baru Tahun 2025 dalam Memilih Perguruan Tinggi STPN

MEUTIA RAMADHANI PUTRI, 22314418 (2026) Pengaruh Citra Lembaga melalui Instagram terhadap Keputusan Taruna Baru Tahun 2025 dalam Memilih Perguruan Tinggi STPN. Diploma thesis, Politeknik Agraria STPN.

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Abstract

The development of digital technology has changed the way prospective students obtain information and form perceptions of educational institutions. As a visual-based social medium, Instagram is used by Sekolah Tinggi Pertanahan Nasional (STPN) through its official account @stpn.official to present academic activities, cadet life, and institutional achievements. Nevertheless, empirical studies measuring the effect of an institutional image built through Instagram on the decision to choose a government-affiliated vocational college remain limited, particularly in the case of STPN. This study aims to analyze new cadets’ 2025 perception of STPN’s institutional image displayed on Instagram, to analyze the effect of that image on cadets’ decision to choose STPN, and to identify which aspect of institutional image is most decisive. This study applied a sequential explanatory mixed-methods design. The quantitative phase distributed a questionnaire to 199 respondents selected through simple random sampling from a population of 396 new cadets using the Slovin formula at a 5 percent margin of error. The data were analyzed using simple linear regression on 164 respondents who had accessed STPN’s Instagram before making their decision. The qualitative phase employed in-depth interviews with purposively selected informants to deepen and explain the quantitative findings. The results show that cadets’ perception of STPN’s image was positive, with Institutional Credibility scoring highest (4.181), followed by Professionalism (4.118) and Educational Quality (4.002), while Competency Relevance and Career Prospects scored lowest (3.909). Institutional image had a positive and significant effect on the decision to choose STPN (R2 = 0.682; F(1,162) = 348.1; β = 0.826; p < 0.001), rejecting H0. The interviews revealed that Instagram generally reinforces beliefs that have already been formed. Competency Relevance and Career Prospects, despite the lowest perception score, proved the most decisive, whereas Professionalism, the most prominent perceptually, was the least decisive. STPN’s Instagram is therefore effective in building a positive image and plays a significant role in new cadets’ decision to choose STPN. Keyword: Institutional image, Instagram, choice decision, vocational higher education institution

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD29 Pertanahan
Divisions: Prodi Diploma IV Pertanahan
Depositing User: yosep ka perpus
Date Deposited: 06 Oct 2026 04:03
Last Modified: 06 Oct 2026 04:03
URI: http://repository.stpn.ac.id/id/eprint/5168

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