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Journal of Economic, Business and Accounting  \nVolume 8 Nomor 6, Tahun 2025  \ne-ISSN: 2597-5234  \nPERSEPSI MAHASISWA BARU MEMILIH PTN ATAU PTS: STUDI NETNOGRAFI DI JAWA TENGAH-DIY  \nNEW STUDENTS' PERCEPTIONSIN CHOOSING PTN OR PTS: A NETNOGRAPHIC STUDY IN CENTRAL JAVA-DIY  \nNana Noviada Kwartawati1, Albertus Setyo Sumargo2, Swanny Trikajanti  \nWidyaatmadja3  \n1,3Program Studi S1 Fisioterapi, Fakultas Ilmu Kesehatan, Teknologi dan Sosial Humaniora, Universitas Telogorejo Semarang, Indonesia 2Program Studi S1 Kewirausahaan, Fakultas Ilmu Kesehatan, Teknologi dan Sosial Humaniora, Universitas Telogorejo Semarang, Indonesia [E-mail: nana_noviada@universitastelogorejo.ac.id](E-mail: nana_noviada@universitastelogorejo.ac.id1)[1](E-mail: nana_noviada@universitastelogorejo.ac.id1), [setyo@universitastelogorejo.ac.id](setyo@universitastelogorejo.ac.id2)[2](setyo@universitastelogorejo.ac.id2), [swanny_trikajanti@universitastelogorejo.ac.id](swanny_trikajanti@universitastelogorejo.ac.id3)[3](swanny_trikajanti@universitastelogorejo.ac.id3)  \nABSTRACT  \nSocial media presently functions as the principal medium for prospective students to evaluate and compare their choices between public and private colleges. This study employs the netnography approach to investigate the attitudes and concerns of new students in Central Java and Yogyakarta regarding their choice between public and private colleges. Data featuring prominent hashtags such \\#UTBK, \\#SNBT,\\#PTSUnggulan, and \\#PejuangPTN were gathered from public engagements on Twitter, Instagram, and TikTok spanning the years 2023 to 2025. The primary themes in digital interactions were discerned through qualitative content analysis. This study found six primary factors affecting prospective students' decisions: tuition fees, accreditation and quality, employment prospects, prestige, location, and college amenities. PTS seeks to emphasize its contemporary, adaptable facilities and specific attributes through digital marketing tactics, whereas PTN is generally regarded as superior regarding cost, prestige, and employment opportunities. The findings demonstrate that social media significantly influences the collective perceptions of students commencing university. This study indicates that public universities (PTN) must uphold quality despite expanded capacity, but private universities (PTS) should enhance their scholarship initiatives and quality perception. The practical implications are aimed at policymakers to establish a higher education environment that equilibrates public and private universities.  \nKeywords: Netnography, PTN, PTS, Freshmen Students, Social Media, Central Java, Yogyakarta.  \nABSTRAK  \nMedia sosial saat ini berfungsi sebagai platform utama bagi calon siswa untuk memeriksa dan mempertimbangkan pilihan mereka antara perguruan tinggi negeri dan swasta. Dengan menggunakan metode netnografi, penelitian ini meneliti persepsi dan pertimbangan mahasiswa baru di Jawa Tengah dan DIY ketika mereka memilih antara PTN atau PTS. Data dengan tagar populer seperti \\#UTBK, \\#SNBT,\\#PTSUnggulan, dan \\#PejuangPTN dikumpulkan dari interaksi publik di Twitter, Instagram, dan TikTok dari tahun 2023 hingga 2025. Tema-tema utama dalam percakapan digital diidentifikasi melalui analisis isi kualitatif. Studi ini menemukan enam komponen utama yang memengaruhi pertimbangan mahasiswa baru: biaya kuliah, akreditasi dan kualitas, prospek kerja, prestise, lokasi, dan fasilitas kampus. PTS berusaha untuk menonjolkan fasilitas modern, fleksibel, dan kualitas tertentu melalui strategi promosi digital, sedangkan PTN biasanya dianggap lebih baik dalam hal biaya, prestise, dan prospekkarir. Hasilnya menunjukkan bahwa media sosial memiliki peran yang signifikan dalam membentuk persepsi kolektif siswa yang akan masuk universitas. PTN harus mempertahankan kualitas meskipun ada peningkatan dayatampung, sementara PTS harus memperkuat strategi beasiswa dan citra kualitas, menurut penelitian ini. Implikasi prak","cbCaidHQqfN3mLlg","https://ap.wps.com/l/cbCaidHQqfN3mLlg","pdf",274564,15,"Indonesian","# Pendahuluan\n## Peran media sosial dalam memilih perguruan tinggi\n## Faktor perbandingan PTN dan PTS (kualitas, biaya, prospek, prestise)\n# Kerangka konsep dan konteks perbedaan PTN dan PTS","[{\"question\":\"Penelitian ini menggunakan metode apa untuk memahami persepsi mahasiswa baru?\",\"answer\":\"Penelitian ini menggunakan pendekatan netnografi untuk mengkaji persepsi dan pertimbangan mahasiswa baru dalam memilih PTN atau PTS di Jawa Tengah dan DIY.\"},{\"question\":\"Tagar apa saja yang digunakan sebagai sumber data dalam penelitian?\",\"answer\":\"Data dikumpulkan dari interaksi publik yang menggunakan tagar seperti #UTBK, #SNBT, #PTSUnggulan, dan #PejuangPTN.\"},{\"question\":\"Faktor apa saja yang paling memengaruhi keputusan mahasiswa baru menurut studi ini?\",\"answer\":\"Studi menemukan enam faktor utama: biaya kuliah, akreditasi dan kualitas, prospek kerja, prestise, lokasi, serta fasilitas kampus.\"}]","COSTING - Journal of Economic, Business and Accounting - Volume 8 Nomor 6 Tahun 2025 - Persepsi Mahasiswa Baru Memilih PTN atau PTS: Studi Netnografi di Jawa Tengah-DIY | PDF",23]