Article
Pemanfaatan Media Sosial TikTok Sebagai Promosi SMI Malang di Nusa Tenggara Timur
Jurnal Neo Societal, Vol. 11 No. 4 (2026), hlm. 248–256
Abstrak
The development of social media has transformed marketing communication in higher education, particularly in reaching prospective students from regions outside an institution's location. As a short-form video platform, TikTok offers visual, interactive, and highly shareable features that enable higher education institutions to promote their institutional identity and enhance their image. This study aims to analyze the use of TikTok as a promotional medium for SMI Malang among prospective students from East Nusa Tenggara, identify the strategies and types of content employed, and examine the supporting and inhibiting factors. This study employed a descriptive qualitative approach. Data were collected through interviews, observations of the institution’s TikTok account, and documentation. The informants included public relations staff, social media managers, students from East Nusa Tenggara, and prospective students from the region. Data were analyzed through data reduction, data presentation, and conclusion drawing. The findings indicate that Tik Tok helps expand information dissemination, increase institutional visibility, strengthen a positive institutional image, and attract prospective students. Content featuring student activities, campus facilities, study programs, testimonials, and new student admissions was considered relevant to the target audience. The use of trending music, attractive visuals, concise information, and relevant hashtags also supported content visibility. However, limited human resources, production equipment, consistent content planning, and changes in the platform's algorithm remain challenges. The study implies that higher education institutions need to manage TikTok more systematically and sustainably as part of their marketing communication strategy.