Media Sosial Instagram @ubpkarawangofficial Sebagai Strategi Pemasaran Digital Terhadap Keputusan Mahasiswa Manajemen Tahun Angkatan 2023 Memilih Universitas Buana Perjuangan Karawang

This study aims to explore the influence of using social media Instagram @ubpkarawangofficial as a digital marketing strategy on the decision of Management students of the 2023 intake in choosing Buana Perjuangan University Karawang. In this context, the study focuses on analyzing the perceptions and experiences of students towards the content posted on the university's official Instagram account. The research method used is a survey and a quantitative descriptive method based on multiple linear regression analysis. The results of the study show that all hypotheses, towards social media Instagram and digital marketing strategies, have a significant and positive effect on the decision of Management students of the 2023 intake in choosing Buana Perjuangan University Karawang. If social media Instagram and digital marketing strategies are implemented, it will increase the decision of Management students of the 2023 intake in choosing Buana Perjuangan University Karawang.

Keywords: Instagram, social media, strategy, digital marketing, student