Syaher, Ilyas (2025) Pemanfaatan Media Sosial Instagram @uirunggul Sebagai Media Promosi Bagi Universitas Islam Riau. Other thesis, Universitas Islam Riau.

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Abstract

In the digital era, social media has become one of the most effective platforms to reach a wider audience, including prospective students. UIR utilizes Instagram as a tool to promote the university and its various activities. In this context, UIR focuses on one of the marketing communication strategies, namely promotion.This study aims to understand how UIR leverages Instagram as a promotional medium to attract prospective students. It employs a qualitative approach with data collection techniques including observation, interviews, and documentation. To ensure data validity, this research applies triangulation techniques.The findings reveal that UIR's promotional efforts through Instagram involve advertising engaging content in the form of photos, videos, and captions highlighting UIR's advantages. The content is designed to provide relevant and appealing information for prospective students, such as campus facilities, academic achievements, and a supportive campus environment. This strategy has successfully increased interest among prospective students in choosing UIR for their higher education. By maximizing the potential of Instagram, UIR strengthens its institutional image while achieving its marketing objectives.

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