Social Media Analytics Overview on University Marketing of Private University and Public University in Indonesia

Indonesia's educational landscape is witnessing remarkable growth with an abundance of universities, both public and private, vying for the attention of high school graduates. This study delves into the challenges students encounter when making informed academic decisions and the fierce competition faced by universities in attracting and retaining students. In a digital age, universities emphasize the importance of strong brand images, utilizing social media to convey their values. This study focuses on Instagram as a platform for exploring university marketing strategies, utilizing secondary data obtained from the official university account in Indonesia through descriptive research methods. Data collection involved the utilization of phlanx.com, inflact.com, and analisa.io websites. The discussion delves into our perspective as researchers on how to articulate the distilled information verbally. A crucial finding shows that University J is outstanding in its promotion on Instagram, causing an increase in interaction and maintaining contact between students. University J recorded a remarkable engagement rate of 1.88%, outshining its rivals by attaining student appreciation and visual appeal's captivating content.