Unlocking the Potential of Instagram Marketing: Boosting New Student Acceptance in Higher Education

The study aimed to investigate the impact of marketing and Instagram communication on the acceptance of prospective new students at Muhammadiyah University of Sidoarjo for the academic year 2021.The research method used was quantitative with a sample of 338 new students who were randomly selected using proportional sampling.Data was collected through questionnaires that were distributed to the new students via WhatsApp.The data were analyzed using multiple linear regression in SPSS 25.The study found that marketing and Instagram communication significantly influenced the acceptance of new students at Umsida.The research suggests that social media platforms such as Instagram can be an effective tool for educational institutions to promote their services and attract prospective students.It highlights the importance of utilizing various media to disseminate marketing communication and to cater to the needs of prospective students.

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