PROMOTING HIGHER EDUCATION THROUGH SOCIAL MEDIA
The main objective of this study was to analyze the use of social media in promoting higher education.
Specifically analyzing the influence of brand satisfaction and trust in brand attachments that have been
communicated through social media “Instagram”. The population in this study were all stakeholders of
the Muhammadiyah University of Surakarta who had become @umsurakarta followers. The sampling
technique was purposive sampling by selecting respondents according to predetermined criteria. The
data collection method used is through a field study in the form of a questionnaire. Data analysis used
multiple regression. The results indicated that brand satisfaction and brand trust have a positive and
significant effect on brand attachments. The implication is that to increase brand attachment can be
done by increasing the satisfaction of stakeholders to the institution and also by increasing their trust in
the institutions that are communicated with social media especially Instagram.
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