The Influence of Social Media on International Students Higher Education Choice
Olivia Intan, Tengku Ezni Balqiah
Magister Manajemen, Universitas Indonesia
Jl. Salemba Raya No. 4, Jakarta 10430, Indonesia
Abstract
In today-s world, social media has been an integral part of people-s lives. It has greatly changed the way we communicate and receive information. This study tries to investigate the influence of social media on international students- higher education selection process. The aim of this study is 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. A self-administered questionnaire was distributed to 144 international students from several higher education institutions in Indonesia. The findings demonstrated a certain level of engagement in social media during part of the students- search for higher education, while the primary information still come from traditional sources. Facebook, Instagram, and Youtube showed the highest ranks of social media platforms used among the international students. This study offers insights for practical implications of social media in higher education institutions- recruitment strategy.
Keywords: social media, higher education, international students, decision making
Topic: Marketing Management