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Program studi tersebut memperoleh penghargaan SPAN-UM PTKIN pada kategori IAIN dengan jumlah peminat terbanyak selama dua tahun berturut-turut (2017 dan 2018), sekaligus menunjukkan tingginya minat calon mahasiswa. Penelitian menggunakan 101 responden mahasiswa dengan kuesioner survei, dianalisis melalui regresi linear di SPSS untuk menguji validitas, reliabilitas, dan hipotesis. Hasil menunjukkan hubungan positif antara promosi media sosial dan pemilihan prodi, ditopang relevansi personal, pesan, serta familiaritas merek, yang membangun kepercayaan dan nilai melalui akun media sosial resmi.",{"@graph":63,"@context":123},[64,81,102],{"@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/the-role-of-social-media-promotion-in-choosing-the-islamic-business-management-study-program-spss-and-linear-regression-study/231345/",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/the-role-of-social-media-promotion-in-choosing-the-islamic-business-management-study-program-spss-and-linear-regression-study/231345.png","ImageObject",300,407,{"name":89,"@type":90},"Seraphina","Person",{"url":68,"name":92,"@type":93},"DocShare","Organization","application/pdf","2026-09-18","2026-09-10",true,{"@type":99,"interactionType":100,"userInteractionCount":77},"InteractionCounter",{"@type":101},"ViewAction",{"@type":103,"mainEntity":104},"FAQPage",[105,111,115,119],{"name":106,"@type":107,"acceptedAnswer":108},"Apa fokus utama penelitian ini?","Question",{"text":109,"@type":110},"Penelitian berfokus pada peran promosi media sosial dalam pemilihan Program Studi Manajemen Bisnis Syariah.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"Siapa responden dan bagaimana data dikumpulkan?",{"text":114,"@type":110},"Responden terdiri dari 101 mahasiswa Program Studi Manajemen Bisnis Syariah, dengan pengumpulan data menggunakan metode survei melalui kuesioner.",{"name":116,"@type":107,"acceptedAnswer":117},"Analisis data dilakukan dengan metode apa?",{"text":118,"@type":110},"Peneliti menggunakan analisis deskriptif dan regresi linear menggunakan program SPSS untuk menguji validitas, reliabilitas, dan hipotesis penelitian.",{"name":120,"@type":107,"acceptedAnswer":121},"Apa hasil utama penelitian terkait pengaruh media sosial?",{"text":122,"@type":110},"Promosi media sosial memiliki pengaruh positif terhadap pemilihan program studi, yang ditunjukkan oleh variabel relevansi personal, pesan, dan familiaritas merek.","https://schema.org",{"og:url":79,"og:type":125,"og:title":59,"og:site_name":92,"og:description":61},"article",{"robots":127,"canonical":79},"index,follow",{"doc_id":129,"site_id":56},231345,1789062214,{"code":4,"msg":5,"data":132},{"doc_id":129,"user_id":133,"nickname":89,"user_avatar":134,"doc_module":4,"category_id":30,"category_name":31,"doc_title":59,"doc_description":61,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":77,"is_deleted":4,"is_public":71,"is_downloadable":71,"audit_status":71,"page_count":140,"language":141,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":142,"faqs":143,"seo_title":144,"seo_description":61,"update_tm":130,"read_time":145},962075114101,"https://ap-avatar.wpscdn.com/avatar/e000253a75eb197efd?x-image-process=image/resize,m_fixed,w_180,h_180&k=1780044092746381165","PERAN PROMOSI MEDIA SOSIAL PADA PEMILIHAN PROGRAM STUDI  \nMANAJEMEN BISNIS SYARIAH  \nOleh  \nYulfan Arif Nurohman 1), Alvin Yahya2)  \nIAIN Surakarta  \nRina Sari Qurniawati3)  \nSTIE AMA Salatiga  \nAbstract  \nFor two consecutive years the Islamic Business Management Study Program (MBS) of IAIN Surakarta received an award from SPAN-UM PTKIN (National Academic Achievement Selection - State Islamic Religious College Entrance Examination) in the highest number of applicants in the State Islamic Institute (IAIN) category. The selection of the right study program is a hope for prospective students as a provision for the future. Various sources of information are sought to obtain information related to study programs. The development of information technology makes social media a tool used in marketing. Respondents in this study were 101 Islamic Business Management Study Program students. Data collection techniques using survey methods by giving questionnaires to respondents. In testing the research model, researchers used descriptive analysis methods and linear regression on the SPSS statistical program to test the validity, reliability and research hypothesis. The results of the study show that there is a relationship between the role of social media promotion in the selection of study programs. This is shown in the variables of personal relevance, message and brand familiarity, there is a positive influence on the selection of study programs. So, it can be said that the official social media accounts owned by IAIN Surakarta Syariah Business Management Study Program (MBS) can build trust in their followers to keep up with the latest information through social media so as to increase value.  \nKeywords : media sosial, personal relevance, interactivity, message, brand familiarity  \nPENDAHULUAN  \nPenghargaan diberikan kepada Program Studi Manajemen Bisnis Syariah IAIN Surakarta sebagai program studi dengan jumlah peminat terbanyak kategori Institut Agama Islam Negeri (IAIN) secara nasional pada seleksi ujian masuk Perguruan Tinggi Keagamaan Islam Negeri Tahun 2017 dan 2018. Penghargaan ini diberikan oleh SPANUM PTKIN (Seleksi Prestasi Akademik Nasional-Ujian Masuk Perguruan Tinggi  \nKeagamaan Islam Negeri) . Penghargaan yang didapatkan menjadi bukti bahwa Program Studi Manajemen Bisnis Syariah IAIN Surakarta menjadi salah satu program studi yang diminati oleh calon mahasiswa baru di Indonesia.  \nProgram Studi Manajemen Bisnis Syariah (MBS) merupakan salah satu program studi di Fakultas Ekonomi dan Bisnis Islam (FEBI) IAIN Surakarta. MBS merupakan program studi pertama di FEBI. Jumlah pendaftar di Program Studi Manajemen Bisnis Syariah terus mengalami peningkatan tiap tahun. Hal ini dibuktikan dengan data pendaftar calon mahasiswa baru lima tahun terakhir pada tabel 1.  \nTabel 1. Daftar Pendaftar Calon Mahasiswa Baru Program Studi Manajemen Bisnis  \nSyariah  \n\n| TAHUN | JALUR SPAN PTKIN | JALUR\u003Cbr>UMPTKIN | JALUR\u003Cbr>MANDIRI | JUMLAH |\n| --- | --- | --- | --- | --- |\n| 2018 | 2883 | 996 | 0 | 3879 |\n| 2017 | 1739 | 655 | 0 | 2394 |\n| 2016 | 1233 | 614 | 919 | 2766 |\n| 2015 | 933 | 580 | 739 | 2252 |\n| 2014 | 699 | 388 | 372 | 1459 |\n| 2013 | 18 | 253 | 0 | 271 |\n\nSumber: Biro Umum IAIN Surakarta 2018  \nKemajuan teknologi membuat masyarakat lebih mudah memperoleh informasi. Perkembangan internet menjadikan informasi lebih cepat diakses oleh masyarakat. Di Indonesia terdapat 143 juta pengguna internet dengan lama penggunaan lebih dari tujuh jam mencapai 26,48% . Waktu yang dihabiskan dalam mengakses internet memiliki jangka waktu yang sama dengan jam kerja karyawan. Artinya, masyarakat saat ini telah tergantung oleh perkembangan teknologi dan kemajuan internet, bahkan Indonesia menempati peringkat ke enam pada pengguna internet didunia.  \nBerdasarkan data Kominfo dan APJII (2016) di Indonesia tercatat terdapat 132,7 juta orang pengguna internet dan media sosial, terdiri dari 3 juta blogger yang belum  \ntermasuk youtuber dan vlogger. Selain it","cbCaimngWbo1VIzp","https://ap.wps.com/l/cbCaimngWbo1VIzp","pdf",477447,15,"Indonesian","# Pendahuluan\n## Penghargaan Program Studi dan Peningkatan Peminat\n## Gambaran Program Studi Manajemen Bisnis Syariah\n## Tren Penggunaan Internet dan Media Sosial\n## Media Sosial sebagai Kanal E-Marketing\n## Komunikasi dan Perkembangan Teknologi Informasi\n## Promosi Program Studi melalui Media","[{\"question\":\"Apa fokus utama penelitian ini?\",\"answer\":\"Penelitian berfokus pada peran promosi media sosial dalam pemilihan Program Studi Manajemen Bisnis Syariah.\"},{\"question\":\"Siapa responden dan bagaimana data dikumpulkan?\",\"answer\":\"Responden terdiri dari 101 mahasiswa Program Studi Manajemen Bisnis Syariah, dengan pengumpulan data menggunakan metode survei melalui kuesioner.\"},{\"question\":\"Analisis data dilakukan dengan metode apa?\",\"answer\":\"Peneliti menggunakan analisis deskriptif dan regresi linear menggunakan program SPSS untuk menguji validitas, reliabilitas, dan hipotesis penelitian.\"},{\"question\":\"Apa hasil utama penelitian terkait pengaruh media sosial?\",\"answer\":\"Promosi media sosial memiliki pengaruh positif terhadap pemilihan program studi, yang ditunjukkan oleh variabel relevansi personal, pesan, dan familiaritas merek.\"}]","Peran Promosi Media Sosial pada Pemilihan Program Studi Manajemen Bisnis Syariah - Studi SPSS dan Regresi Linear | PDF",23]