The Role of Social Media in Students' School Selection Decision Making Process in the Digital Era
DOI:
https://doi.org/10.36456/bp.vol22.no2.a11789Keywords:
Social Media; School Selection; Decision Making; PPDB Zoning System; Theory of Planned Behavior; Digital Marketing.Abstract
This study aims to analyze the role of social media in students' decision-making process when choosing a high school in the digital era, with a focus on SMA Negeri 2 Bangkinang Kota. Method: This study used a descriptive qualitative approach. Data were collected through in-depth interviews with 11 informants (7 grade 10 students, 2 teachers/public relations staff, and 2 members of the OSIS technical team ), digital observations on the school's official Instagram, TikTok, YouTube, and Facebook accounts, and documentation studies. Data were analyzed using the Miles and Huberman interactive model and tested for validity through triangulation of sources and methods. Results: The results of the study indicate that social media plays a vital role as an interactive "digital window" at the information-seeking stage, forming perceptions, and evaluating alternatives through achievement content and visuals of school life. However, at the final decision stage, social media transforms into a confirmatory factor (confirming beliefs), while the execution of the registration decision remains controlled by the limitations of PPDB zoning regulations, parental approval, and location distance. Implications: This research implies the importance of transforming school social media management from an event-driven reactive pattern to institutionalized digital marketing through the preparation of a structured content calendar, optimization of short videos (Reels/TikTok), and increasing the responsiveness of digital information services.
References
Adhikari, S., Min, L., & Adhikari, B. P. (2025). The Impact of Social Media Content on Enrollment Decisions for B achelor ’ s Level Education Programs in Nepal Educational Institutions NPRC Journal of Multidisciplinary Research. Journal of Multidisciplinary Research, 2(12), 43–70. https://doi.org/10.3126/nprcjmr.v2i12.86959
Ajzen, I. (1991). The Theory of Planned Behavior. Academic Press. Inc, 211, 179–211.
Al-dmour, R., Al-dmour, H., & Al-dmour, A. (2024). The Role of Marketing Mix and Social Media Strategies in Influencing International Students ’ University Choices in Jordan. Journal of International Students, 14(4), 642–663. https://doi.org/https://doi.org/10.32674/jis.v14i4.6407
APJII. (2026). Survei penetrasi internet dan perilaku penggunaan internet 2026. Asosiasi Penyelenggara Jasa Internet Indonesia.
Chaffey, D., & Ellis-Chadwick, F. (2022). Eighth Edition Digital Marketing Strategy, Implementation and Practice (Pearson Ed).
Chhabra, J., Pilkington, V., Hons, B. A., Benakovic, R., Hons, B. A., James, M., Hons, B. A., Sala, L. La, Seidler, Z., & PhD. (2025). Social Media and Youth Mental Health : Scoping Review of Platform and Policy Recommendations. Journal of Medical Internet Research, 27. https://doi.org/10.2196/72061
E.Katz, J. G. B., & Gurevitch, M. (1985). Uses and Gratifications in Mass Media. https://id.scribd.com/document/966773047/Katz-Blumler-and-Gurevitch-Uses-and-Gratifications-of-Mass-Communication
Faverio, M., & Sidoti, O. (2024). Teens, Social Media and Technology 2024: YouTube, TikTok, Instagram and Snapchat remain widely used among U.S, teens: some say they’re on these sites almost constantly. Pwe Research Center, December. https://www.pewresearch.org/internet/2024/12/12/remaja-media-sosial-dan-teknologi-2024/
Greaves, E., Wilson, D., & Nairn, A. (2023). Marketing and School Choice : A Systematic Literature Review. Sage Journal, 93(6), 825–861. https://doi.org/10.3102/00346543221141658
Kecskés, P., & Pálffy, Z. (2026). Higher Education Institution Choice : A Systematic Review of Contemporary Trends and Decision Factors. Education Sciences, 16. https://doi.org/https://doi.org/10.3390/educsci16101651
Kotler, P., & Keller, K. L. (2016). Marketing management, global edition (Vol. 832). Pearson.
Li, S., Quan, Y., Xiao, L., Ren, H., & Abinova, A. Y. (2025). Exploring the influence of social media communication and brand image on international student enrollment intentions in higher education. Frontiers in Education, August. https://doi.org/10.3389/feduc.2025.1618524
Liang, N. W., & Tiung, L. K. (2024). The Uses and Gratifications of TikTok among the Gen Z in Kota Kinabalu , Sabah. Academic Journal of Business and Social Sciences, 1–19. https://journal.uitm.edu.my/index.php/AJoBSS/article/view/4416
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inqury. SAGE Publications.
Malterud, K., Siersma, V. D., & Guassora, A. D. (2015). Sample Size in Qualitative Interview Studies : Guided by Information Power. Qualitative Health Research. https://doi.org/10.1177/1049732315617444
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis A Methods Sourcebook. SAGE Publications.
Moor, E. L. De, & Branje, S. (2022). Examining Secondary School Choice Processes as a Predictor of Adjustment After the School Transition. Journal Of Research On Adolescence, 33(1), 251–268. https://doi.org/10.1111/jora.12801
Raharjo, S. B., Yuliana, L., & Putnama, J. (2021). New Students’ Perceptions on the Implementation of Zoning-Based PPDB. in: Education Quarterly Reviews. The Asian Institute of Research Education Quarterly Reviews, 4(1), 1–11. https://doi.org/10.31014/aior.1993.04.01.168
Siti Fatikhatus Sya’adah. (2024). Strategi Promosi Berbasis Digital Marketing dalam Meningkatkan Minat Calon Peserta Didik Baru di Sekolah. Dinamika Pembelajaran : Jurnal Pendidikan dan bahasa, 1(4), 322–333. https://doi.org/10.62383/dilan.v1i4.882
Šola, H. M., & Zia, T. (2021). Social Media And Students ’ Choice Of Higher Education Institution. European Journal of Management and Marketing Studies, 6, 103–131. https://doi.org/10.46827/ejmms.v6i4.1160
Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.
Yazdani, F. (2025). Parents ’ school choices and schools ’ student choices : a reciprocal relationship ? Educational Research, 67(4), 425–441. https://doi.org/10.1080/00131881.2025.2572977
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Helnila Putri, Sita Ratnaningsih, Ambar Sri Lestari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Journal Template
: 
