Attractiveness of the Agrotechnology Study Program and the Role of Social Media in Student Enrollment Decisions

Abstract

Increasing competition among higher education institutions has prompted study programs to develop effective strategies to attract prospective students. Social media has become an important channel for disseminating academic information and presenting institutional identity, particularly among Generation Z. This study aimed to analyze the attractiveness of the Agrotechnology Study Program at Universitas Pembangunan Nasional “Veteran” Yogyakarta and to examine the role of social media in students’ enrollment decisions. A quantitative descriptive survey was conducted among 140 newly enrolled Agrotechnology students in 2026 using a structured questionnaire with five-point Likert scales. The questionnaire assessed factors influencing study program selection, perceptions of social media content, and social media utilization. Data were analyzed using descriptive statistics and correlation analysis. Modern agricultural technology was the highest-rated factor influencing enrollment decisions (mean = 4.11), followed by accreditation (4.06) and practical activities (4.04). Information obtained from social media received the lowest mean score among the enrollment factors (3.35). Modern agricultural technology and innovation was also the most attractive type of social media content (mean = 4.09). A positive correlation was observed between modern agricultural technology content and the decision to choose the Agrotechnology Study Program (r = 0.45). These findings indicate that social media may function primarily as an information and awareness channel, while students’ enrollment decisions are also shaped by academic, practical, and career-related considerations. The study contributes empirical evidence for developing evidence-based digital communication strategies for agricultural higher education.