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Penelitian menggunakan pendekatan kuantitatif deskriptif diperkaya analisis kualitatif tematik atas jawaban terbuka. Data kuantitatif diperoleh melalui kuesioner Google Forms dengan 300 responden dari populasi 9.117 (±78% dari target minimal 383 menurut rumus Slovin). Hasil menunjukkan strategi sosialisasi efektif: Instagram dominan (63,3%) dan word of mouth penting (22,7%); TikTok “sangat baik” 57,1% dari 14 pengguna, sedangkan YouTube (n=8) 100% tidak memuaskan. Temuan kualitatif menyoroti kebutuhan penyederhanaan alur pendaftaran dan pembaruan antarmuka website. Kesimpulan menekankan penguatan promosi digital, konten video pendek TikTok, perbaikan website PMB, perluasan jangkauan nasional, serta peningkatan infrastruktur digital.",{"@graph":63,"@context":124},[64,81,103],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,72,75,78],{"item":68,"name":69,"@type":70,"position":71},"https://docshare.wps.com","Home","ListItem",1,{"item":73,"name":9,"@type":70,"position":74},"https://docshare.wps.com/id/document/",2,{"item":76,"name":31,"@type":70,"position":77},"https://docshare.wps.com/id/document/penelitian-laporan/",3,{"item":79,"name":59,"@type":70,"position":80},"https://docshare.wps.com/id/document/efektivitas-strategi-sosialisasi-pmb-uin-syarif-hidayatullah-jakarta-analysis-of-social-media-and-word-of-mouth-on-students-of-the-2025-intake/158135/",4,{"url":79,"name":59,"@type":82,"image":83,"author":88,"headline":59,"publisher":91,"fileFormat":94,"inLanguage":57,"description":61,"dateModified":95,"datePublished":96,"encodingFormat":94,"isAccessibleForFree":97,"interactionStatistic":98},"DigitalDocument",{"url":84,"@type":85,"width":86,"height":87},"https://docshare.wps.com/thumbnails/efektivitas-strategi-sosialisasi-pmb-uin-syarif-hidayatullah-jakarta-analysis-of-social-media-and-word-of-mouth-on-students-of-the-2025-intake/158135.png","ImageObject",300,407,{"name":89,"@type":90},"Margaret","Person",{"url":68,"name":92,"@type":93},"DocShare","Organization","application/pdf","2026-09-19","2026-08-29",true,{"@type":99,"interactionType":100,"userInteractionCount":102},"InteractionCounter",{"@type":101},"ViewAction",5,{"@type":104,"mainEntity":105},"FAQPage",[106,112,116,120],{"name":107,"@type":108,"acceptedAnswer":109},"Apa tujuan penelitian tentang sosialisasi PMB UIN Syarif Hidayatullah Jakarta?","Question",{"text":110,"@type":111},"Mengevaluasi efektivitas strategi sosialisasi PMB berdasarkan persepsi mahasiswa baru angkatan 2025.","Answer",{"name":113,"@type":108,"acceptedAnswer":114},"Bagaimana metode pengumpulan dan analisis data digunakan dalam penelitian?",{"text":115,"@type":111},"Penelitian memakai kuantitatif deskriptif dengan pengayaan analisis kualitatif tematik dari jawaban terbuka, menggunakan kuesioner Google Forms.",{"name":117,"@type":108,"acceptedAnswer":118},"Platform mana yang paling dominan dalam hasil efektivitas sosialisasi?",{"text":119,"@type":111},"Instagram paling dominan (63,3%), sementara word of mouth tetap krusial (22,7%). TikTok dinilai “sangat baik” 57,1% pada sampel, sedangkan YouTube 100% tidak memuaskan.",{"name":121,"@type":108,"acceptedAnswer":122},"Rekomendasi utama apa yang disimpulkan dari temuan kuantitatif dan kualitatif?",{"text":123,"@type":111},"Penguatan promosi digital, terutama konten video pendek di TikTok, perbaikan website PMB, perluasan jangkauan nasional, serta peningkatan infrastruktur digital.","https://schema.org",{"og:url":79,"og:type":126,"og:title":59,"og:site_name":92,"og:description":61},"article",{"robots":128,"canonical":79},"index,follow",{"doc_id":130,"site_id":56},158135,1787996125,{"code":4,"msg":5,"data":133},{"doc_id":130,"user_id":134,"nickname":89,"user_avatar":135,"doc_module":4,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":136,"file_id":137,"file_url":138,"file_type":139,"file_size":140,"view_count":102,"is_deleted":4,"is_public":71,"is_downloadable":71,"audit_status":71,"page_count":141,"language":142,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":143,"faqs":144,"seo_title":145,"seo_description":61,"update_tm":131,"read_time":146},137451207643,"https://ap-avatar.wpscdn.com/davatar_3d24733baf745e90a7e4bdd5f77d97b2","Efektivitas Strategi Sosialisasi PMB UIN Syarif Hidayatullah Jakarta: Analisis Media Sosial dan Word of Mouth pada Mahasiswa Angkatan 2025  \nTakrimatul Maulidiyah1, Aliya Nabila Shufa2, Fauziah Muslimah3, Zaenal Muttaqin4,  \nIndra Munawar5  \nAbstrak  \nPenelitian ini bertujuan mengevaluasi efektivitas strategi sosialisasi Penerimaan Mahasiswa Baru (PMB) UIN Syarif Hidayatullah Jakarta berdasarkan persepsi mahasiswa baru tahun 2025. Penelitian ini menggunakan pendekatan kuantitatif deskriptif yang diperkaya dengan analisis kualitatif tematik terhadap jawaban terbuka. Data kuantitatif diperoleh melalui kuesioner Google Forms kepadamahasiswa angkatan 2025, dengan jumlah responden 300 dari populasi 9.117 (sekitar 78% dari target minimal 383 berdasarkan rumus Slovin) . Analisis kualitatif mencakup seluruh jawaban terbuka. Hasil penelitian menunjukkan strategi sosialisasi berjalan efektif dengan dominasi Instagram (63,3%) . Word of mouth tetap krusial (22,7%) . TikTok menunjukkan kepuasan “sangat baik” sebesar 57,1% dari 14 penggunanya dalam sampel, sementara YouTube (n=8) dinilai 100% kurang memuaskan. Temuankualitatif mengidentifikasi kebutuhan penyederhanaan alur pendaftaran dan pembaruan antarmuka website. Penelitian ini menyimpulkan perlunya penguatan promosi digital khususnya konten video pendek di TikTok, perbaikan website PMB, perluasan jangkauan nasional, dan peningkatan infrastruktur digital.  \nKata Kunci: sosialisasi PMB, efektivitas komunikasi, media sosial, word of mouth, pengambilan keputusan.  \nAbstract  \nThis study aims to evaluate the effectiveness of the New Student Admission (PMB) socialization strategy at UIN Syarif Hidayatullah Jakarta based on the perceptions of the 2025 freshman class. This study employs a descriptive quantitative approach enriched with thematic qualitative analysis of open-ended responses. Quantitative data were collected via a Google Forms questionnaire from the class of 2025, with 300 respondents out of a population of 9,117 (approximately 78% of the minimum target of 383 according to Slovin’s formula). Qualitative analysis covered all open-ended responses. Results show that the socialization strategy was effective, with Instagram dominating (63.3%). Word of mouth remained crucial (22.7%). TikTok showed a “very good” satisfaction rating of 57.1% among its 14 users in the sample, while YouTube (n=8) was 100% unsatisfactory. Qualitative findings identify the need to simplify the registration process and update the website interface. This study concludes that strengthening digital promotion, especially short video content on TikTok improving the PMB website, expanding national reach, and enhancing digital infrastructure are essential.  \nKeywords: PMB socialization, communication effectiveness, social media, word of mouth, decision making.  \n1 Manajemen Dakwah, Fakultas Dakwah dan Ilmu Komunikasi, UIN Syarif Hidayatullah Jakarta, [takrimmaulid@gmail.com](takrimmaulid@gmail.com)  \n2 Sistem Informasi, Fakultas Sains dan Teknologi, UIN Syarif Hidayatullah Jakarta, [aliyanabilashufa69@gmail.com](aliyanabilashufa69@gmail.com)  \n3Program Studi Jurnalistik, Fakultas Dakwah dan Ilmu Komunikasi, UIN Syarif Hidayatullah Jakarta, [fauziah.muslimah@uinjkt.ac.id](fauziah.muslimah@uinjkt.ac.id)  \n4 Pusat Informasi dan Humas, LP2M UIN Syarif Hidayatullah Jakarta, [zmuttaqin@uinjkt.ac.id](zmuttaqin@uinjkt.ac.id)  \n5 Pusat Informasi dan Humas, LP2M UIN Syarif Hidayatullah Jakarta, [indra@uinjkt.ac.id](indra@uinjkt.ac.id)  \nPENDAHULUAN  \nDi era digital dan persaingan perguruan tinggi yang ketat, setiap perguruan tinggi perlu strategi komunikasi pemasaran yang efektif untuk menarik minat calon mahasiswa baru. Dinamika Perguruan Tinggi Keagamaan Islam Negeri (PTKIN) di Indonesia menghadapi tantangan serius terkait fluktuasiminat calon mahasiswa dalam tiga tahun terakhir. Data Kementerian Agama RI (Laporan Kinerja Ditjen Pendis 2024, hlm. 45) mencatat adanya tren penurunanjumlah pendaftar Perguruan Tinggi Keagamaan ","cbCaibZlJliJXUWM","https://ap.wps.com/l/cbCaibZlJliJXUWM","pdf",783820,12,"Indonesian","# Pendahuluan\n## Latar belakang strategi komunikasi pemasaran PMB\n# Tinjauan Pustaka\n## Integrated Marketing Communication (IMC)\n## Peran media sosial dan word of mouth\n# Metode Penelitian\n## Pendekatan kuantitatif deskriptif dan analisis kualitatif tematik\n# Hasil dan Pembahasan\n## Efektivitas sosialisasi berdasarkan persepsi mahasiswa\n## Dominasi Instagram, peran word of mouth, evaluasi TikTok dan YouTube\n## Kebutuhan penyederhanaan pendaftaran dan pembaruan website\n# Kesimpulan dan Rekomendasi","[{\"question\":\"Apa tujuan penelitian tentang sosialisasi PMB UIN Syarif Hidayatullah Jakarta?\",\"answer\":\"Mengevaluasi efektivitas strategi sosialisasi PMB berdasarkan persepsi mahasiswa baru angkatan 2025.\"},{\"question\":\"Bagaimana metode pengumpulan dan analisis data digunakan dalam penelitian?\",\"answer\":\"Penelitian memakai kuantitatif deskriptif dengan pengayaan analisis kualitatif tematik dari jawaban terbuka, menggunakan kuesioner Google Forms.\"},{\"question\":\"Platform mana yang paling dominan dalam hasil efektivitas sosialisasi?\",\"answer\":\"Instagram paling dominan (63,3%), sementara word of mouth tetap krusial (22,7%). TikTok dinilai “sangat baik” 57,1% pada sampel, sedangkan YouTube 100% tidak memuaskan.\"},{\"question\":\"Rekomendasi utama apa yang disimpulkan dari temuan kuantitatif dan kualitatif?\",\"answer\":\"Penguatan promosi digital, terutama konten video pendek di TikTok, perbaikan website PMB, perluasan jangkauan nasional, serta peningkatan infrastruktur digital.\"}]","Efektivitas Strategi Sosialisasi PMB UIN Syarif Hidayatullah Jakarta - Analisis Media Sosial dan Word of Mouth pada Mahasiswa Angkatan 2025 | PDF",18]