PENGARUH TERPAAN KONTEN INSTAGRAM @ummcampus TERHADAP KEPUTUSAN MAHASISWA MENDAFTAR KULIAH DI UNIVERSITAS MUHAMMADIYAH MALANG (Studi Pada Mahasiswa 2021 Universitas Muhammadiyah Malang)

The increasing number of prospective students in Indonesia and the rapid development of information technology have led to the need for Instagram users to meet the informational needs of prospective students. This is crucial in capturing the attention of Instagram users and influencing their decision to enroll as university students. Therefore, this research aims to determine the significant impact of the content exposure on Instagram @ummcampus on the registration decisions of 2021 students at Universitas Muhammadiyah Malang. The research adopts a quantitative approach, employing a survey method. The sample for this study consists of active students from the 2021 cohort at Universitas Muhammadiyah Malang, selected through proportional accidental sampling. Data analysis techniques involve descriptive analysis and simple linear regression analysis. The results of the simple linear regression test show Y = 1.383 + 0.587X, indicating that with each increase in the exposure value of social media content on Instagram @ummcampus, the decision to register as a prospective student at Universitas Muhammadiyah Malang will increase by 0.587. The positive regression coefficient implies that there is an influence of Instagram @ummcampus content exposure on the decision of prospective students to enroll in the university. Based on the coefficient of determination, the level of decision-making regarding prospective student registration is influenced by Instagram content exposure by 62%, while the remaining 38% is influenced by other variables not examined in the study.