Impact of Social Media Marketing on Students Enrolment in University X

Social Media Marketing (SMM) is currently an important strategy for universities to gain the attention of prospective students who are currently very tight for competition between state and private universities. This study aims to evaluate the sales model through social media that was created to understand all the factors that could influence the decision of prospective new students to enroll at University X. Through quantitative research to collect data from 406 high school students who on average have been exposed to digital promotions through social media. All data were collected and then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results of this evaluation provide the fact that the proposed constructs already cover the required criteria, although the Content Marketing and Influence Marketing constructs still need to be refined to add consistency of measurement. presents a business process design that can be used to support a digital marketing strategy that focuses on optimizing content, choosing the right influencers, then evaluating campaigns that must always be done, this is useful for strengthening brand awareness, and improving strategies to attract prospective new students. These results also provide insights for universities to develop social media marketing strategies that are certainly more effective.