Pengaruh Penggunaan Media Sosial Facebook terhadap Minat Daftar Peserta di LKP Surya Perdana
DOI:
https://doi.org/10.59024/jise.v4i4.2617Keywords:
Digital Promotion, Enrollment Interest, Facebook, LKP Surya Perdana, Social MediaAbstract
The rapid growth of social media has changed the way non-formal education institutions promote their programs, and Facebook remains one of the most widely used platforms in Indonesia. LKP Surya Perdana in Manggarai Regency, East Nusa Tenggara, has relied on organic, non-paid Facebook posts since 2016, yet its enrollment numbers have fluctuated. This study aims to examine the effect of Facebook usage on enrollment interest at LKP Surya Perdana and to measure the size of that effect. A quantitative approach was applied using an online questionnaire with a five-point Likert scale, distributed to 85 respondents selected with the Slovin formula from 108 students of the 2022–2025 cohorts. The data were analyzed with validity and reliability tests, classical assumption tests, and simple linear regression using SPSS. The results show that Facebook usage has a positive and significant effect on enrollment interest (t = 17.928; p < 0.001), with the regression equation Y = 1.295 + 0.932X, and explains 79.5% of the variation in enrollment interest (R² = 0.795). These findings imply that consistent and interactive organic Facebook content can be an effective, low-cost promotional strategy for non-formal education institutions in developing regions.
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