PENGARUH PENGGUNAAN INFLUENCER TERHADAP MINAT MENDAFTAR DI UNIVERSITAS MUHAMMADIYAH MALANG (Studi Survey pada Mahasiswa baru Ilmu Komunikasi Tahun Ajaran 2023/2024)

Ilman Ramdhani. 202010040311447. The Influence of Using Influencers on Enrollment Interest at Muhammadiyah University of Malang (Survey Study on New Communication Science Students in the Academic Year 2023/2024). 8 books, 27 journals. Undergraduate Thesis.

An influencer is someone who can create and generate impact on social media. Not only in the corporate world do influencers or "celebgrams" use their influence to attract audience attention and enhance a company's image. In today's era, the educational realm is no exception, with universities also employing influencers to introduce their respective institutions, including Muhammadiyah University of Malang. This research aims to answer the research problem regarding the influence of using influencers on Enrollment Interest at Muhammadiyah University of Malang. This study aims to determine the influence of using influencers on Enrollment Interest at Muhammadiyah University of Malang.

The main theory used in this research is the AIDA theory to observe consumers' responses or behaviors toward marketing efforts made by brands, companies, and organizations. The research method employs a quantitative approach. The sampling technique used is simple random sampling and analyzed using correlation coefficient analysis, determinant coefficient analysis, and simple regression analysis. Hypothesis testing is conducted using the T-test and F-test.

The results of the study indicate that there is an influence of using influencers on enrollment interest at Muhammadiyah University of Malang, as evidenced by the T-test with a calculated t-value > tabular t-value at a significance level of 0.05, which is 16.377 > 1.991. The influence is also confirmed by the F-test, where the calculated F-value is 268.217 with a significance level of 0.000. Since the calculated F-value is greater than the tabular F-value (268.217 > 3.965), the influence is significant. The magnitude of the influence is 77.7%, which can be considered strong on enrollment interest at Muhammadiyah University of Malang.