Pengaruh Komunikasi Pemasaran melalui Instagram Perguruan Islam Al Amjad Medan terhadap Persepsi dan Preferensi Pendidikan Orangtua Siswa

Abstract

The aim of this research is to analyze the influence of Al Amjad Islamic College marketing communications via Instagram on the education perceptions of students' parents; to analyze the influence of Al Amjad Islamic College marketing communications via Instagram on the educational preferences of students' parents; and to analyze the influence of Al Amjad Islamic College marketing communications via Instagram on the perceptions and educational preferences of students' parents. This research uses a quantitative approach with a correlation method. The research data collection technique used a questionnaire and the sampling technique used stratified random sampling with 325 samples from a population of 1748 students at the Al Amjad Islamic College in Medan. The research results show that the marketing communication variable, the advertising dimension, obtained a value of 88%. The perception variable, the facility dimension, obtained a value of 87.1%. The preference variable, peer dimension, obtained a value of 87.7%. The research results show that the hypothesis H0 is rejected and Ha is accepted that there is an influence of marketing communication via Instagram on perceptions at the Al Amjad Islamic College with a large influence of 35.7%. This means that the two variables have a significant relationship in the medium category. The research results show that the hypothesis H0 is rejected and Ha is accepted that there is an influence of marketing communication via Instagram on preferences at the Al Amjad Islamic College with a large influence of 37%. This means that both variables have a significant relationship with the strong category. The results of simultaneous calculations show that the hypothesis H0 is rejected and Ha is accepted so that marketing communication simultaneously has a significant effect on educational perceptions and preferences.