THE EFFECT OF PROMOTION STRATEGY AND INFORMATION QUALITY THROUGH INTERACTIVE SOCIAL MEDIA IN INCREASING NEW STUDENT INTEREST AT NUKU TIDORE UNIVERSITY

Abstract

This study aims to analyze the influence of Promotion Strategy and Information Quality on New Student Interest through Interactive Social Media at Nuku Tidore University. The novelty of this research lies in the placement of Interactive Social Media as a mediating variable in the relationship between Promotion Strategy and Information Quality with New Student Interest in the context of Nuku University. The research used a quantitative approach with 70 Nuku University students from the class of 2025 as respondents. Data were collected through questionnaires and analyzed using multiple linear regression and the Sobel Test. The results showed that Promotion Strategy had no significant effect on New Student Interest and also had no significant effect on Interactive Social Media. Information Quality has a positive and significant effect on New Student Interest and Interactive Social Media. Interactive Social Media has a positive and significant effect on New Student Interest. Mediation testing shows that Interactive Social Media does not mediate the relationship between Promotion Strategy and New Student Interest, while Interactive Social Media partially mediates the relationship between Information Quality and New Student Interest. This study is limited to students in the class of 2025 at Nuku University, so generalizations to other universities need to be done carefully. The implication is that managing information that is up-to-date, consistent, easy to understand, and supported by social media interactions is a relevant aspect in new student admissions communications.