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Penelitian ini bertujuan untuk mengevaluasi Sistem Surat Keterangan Pendamping Ijazah (SKPI) di Universitas Semarang melalui audit dengan menggunakan kerangka kerja COBIT 2019, dengan fokus pada domain Deliver, Service and Support (DSS) dan Monitor, Evaluate and Assess (MEA). SKPI berfungsi sebagai dokumen resmi yang memberikan informasi tambahan mengenai kompetensi lulusan di luar nilai akademik (ijazah), sehingga penting untuk memastikan kualitas dan relevansinya dengan kebutuhan industri. Metodologi yang digunakan dalam penelitian ini meliputi pengumpulan data primer melalui observasi, wawancara, dan kuesioner, serta data sekunder dari literatur terkait. Hasil penelitian menunjukkan bahwa tingkat kapabilitas pada sub-domain DSS dan MEA berada pada level 4 yang dilabeli sebagai terkelola, dengan nilai rata-rata masing-masing 3,73 untuk DSS dan 3,85 untuk MEA. Meskipun demikian, terdapat sejumlah rekomendasi untuk meningkatkan nilai Maturity Level sistem, dengan GAP masing-masing sebesar 1,07 untuk DSS dan 1,04 untuk MEA. Rekomendasi yang disampaikan meliputi peningkatan kompetensi petugas teknis, pengembangan aplikasi mobile, dan sosialisasi prosedur penyajian SKPI secara digital. Dengan adanya rekomendasi tersebut, diharapkan dapat memberikan masukan positif dalam pengelolaan SKPI di Universitas Semarang dan meningkatkan daya saing lulusan di pasar kerja.Kata Kunci: Audit Sistem, Maturity Level, Rekomendasi, Deliver, Service and Support (DSS), Monitor, Evaluate and Assess (MEA)

Perkembangan teknologi informasi memberikan kontribusi yang signifikan dalam peningkatan kualitas pelayanan kesehatan, khususnya dalam upaya deteksi dini Non-Communicable Diseases (PTM). PTM seperti diabetes melitus, hipertensi, penyakit kardiovaskular, dan obesitas memiliki prevalensi yang terus meningkat serta sering kali tidak terdeteksi pada tahap awal. Dinas Kesehatan Kabupaten Banyuwangi secara rutin melaksanakan program skrining PTM di fasilitas pelayanan kesehatan. Namun, berdasarkan hasil observasi lapangan, proses pencatatan dan pengelolaan data hasil skrining masih dilakukan secara manual menggunakan aplikasi spreadsheet yang tidak terintegrasi. Kondisi tersebut menyebabkan kesulitan dalam pelacakan riwayat kesehatan pasien, meningkatkan risiko ketidaktepatan data, serta memperlambat proses penyusunan laporan. Penelitian ini bertujuan untuk merancang Sistem Informasi Deteksi Dini Penyakit Tidak Menular berbasis web dengan fokus pada obesitas guna mendukung digitalisasi pengelolaan data kesehatan di lingkungan Dinas Kesehatan Kabupaten Banyuwangi. Metode penelitian yang digunakan adalah penelitian pengembangan sistem dengan model prototype, yang meliputi tahapan analisis kebutuhan, perancangan sistem, pembuatan prototype, serta evaluasi dan revisi berdasarkan umpan balik pengguna. Hasil penelitian menunjukkan bahwa sistem yang dirancang mampu mengelola data pasien, mencatat hasil pemeriksaan, menghitung Indeks Massa Tubuh (IMT) secara otomatis, serta menghasilkan laporan secara cepat dan terstruktur. Sistem ini diharapkan dapat meningkatkan efisiensi administrasi, akurasi data, serta mendukung pengambilan keputusan berbasis data (data-driven decision making) dalam pengendalian PTM.

Industri Kecil dan Menengah (IKM) merupakan kontributor penting dalam pembangunan ekonomi daerah melalui penciptaan lapangan kerja, peningkatan nilai tambah, dan penguatan struktur ekonomi berbasis lokal. Namun demikian, banyak IKM masih menghadapi tantangan berkelanjutan yang berkaitan dengan keterbatasan kapasitas inovasi, rendahnya adopsi pemasaran digital, serta lemahnya akses terhadap kemitraan strategis. Sentra IKM Srikayu di Surakarta merupakan klaster industri furnitur yang mengkhususkan diri pada produk berbahan kayu jati dan mahoni dengan karakteristik kualitas yang kuat, namun perluasan pasar dan pengembangan kemitraannya masih belum optimal. Penelitian ini bertujuan untuk mengkaji kondisi internal dan eksternal Sentra IKM Srikayu menggunakan analisis strategis berbasis SWOT sebagai dasar perumusan strategi pengembangan akses pasar dan kemitraan. Metode penelitian yang digunakan adalah mixed-method dengan mengintegrasikan diskusi kelompok terfokus, wawancara mendalam, dan analisis data sekunder. Hasil analisis matriks IFAS dan EFAS menunjukkan skor masing-masing sebesar 2,82 dan 2,62, yang menempatkan sentra pada Kuadran I, yang mengindikasikan strategi pertumbuhan agresif. Rekomendasi strategi meliputi penguatan branding dan pemasaran digital, diversifikasi desain produk sesuai tren pasar, perluasan kemitraan strategis, serta peningkatan kapasitas produksi dan kapabilitas sumber daya manusia guna menjamin daya saing dan keberlanjutan jangka Panjang.

The development of information technology requires the banking sector to implement measurable IT governance and information security to ensure operational reliability and customer data protection. However, many financial institutions, including Bank Maju, do not yet have a comprehensive picture of the maturity of IT governance and information security in an integrated manner. This study aims to evaluate the maturity of information technology governance using the COBIT 4.1 framework and to assess information security readiness using the KAMI Index version 5.0. This study uses a case study method with a descriptive qualitative approach through document analysis, observation, and assessment of IT processes in four COBIT 4.1 domains: Plan and Organize, Acquire and Implement, Deliver and Support, and Monitor and Evaluate, and five main areas of the KAMI Index. The evaluation results show that Bank Maju’s IT governance maturity level is 3.58, or Level 3 (Defined Process), indicating that the process has been documented but not consistently and measurably implemented. The KAMI Index assessment shows information security readiness is in the Sufficient/Moderate category, with major weaknesses in risk management, asset management, and personal data protection. These findings indicate that weaknesses in IT governance directly impact the low effectiveness of risk management and information security. This research contributes to this by providing an integrated evaluation approach that links IT governance and information security readiness as a basis for formulating improvement recommendations in the banking sector.

Health services at the Puskesmas (Community Health Center) are an important sector directly related to the community. However, there are still various challenges in patient data management and handling complaints that can hinder service efficiency. One of the efforts to improve service quality is by developing a complaint information system that can efficiently manage and record patient complaints. This study aims to develop a complaint information system for services at the Puskesmas Waimangura using the Prototype method. This method was chosen because of its ability to produce system prototypes that can be immediately tested and developed according to user needs. The system is designed to allow patients to submit complaints related to the services received, as well as enabling Puskesmas staff to follow up on and record each complaint systematically. With the implementation of this system, it is expected to increase efficiency in managing complaint data, speed up problem resolution processes, and improve accuracy in recording patient and complaint data. The results of prototype testing show that this system simplifies the complaint process and provides convenience for staff in following up on patient complaints. The implementation of this information system is expected to improve the quality of services at Puskesmas Waimangura and accelerate responses to issues faced by patients.

Transformasi digital di sektor jasa keuangan menuntut adanya jaminan keamanan informasi yang tangguh untuk melindungi data strategis dari ancaman siber yang semakin kompleks. PT X, sebagai institusi strategis yang mengelola investasi dan aset publik, menghadapi tantangan dalam menyeimbangkan operasional sistem Enterprise Resource Planning (ERP) dengan kepatuhan terhadap regulasi privasi data. Penelitian ini bertujuan untuk mengevaluasi tingkat kematangan (maturity level) keamanan informasi dan mengidentifikasi celah risiko pada PT X menggunakan instrumen Indeks Keamanan Informasi (KAMI) Versi 5.0 yang diselaraskan dengan standar ISO/IEC 27001:2022. Metodologi penelitian menggunakan pendekatan deskriptif kuantitatif melalui wawancara, observasi dokumen, dan pengisian dashboard assessment yang mencakup tujuh area evaluasi. Berdasarkan evaluasi yang dilakukan pada November 2025, Sistem Elektronik pada PT X diklasifikasikan dalam kategori "Tinggi" dengan skor 21. Hasil akhir evaluasi menunjukkan status "Cukup Baik" dengan rincian tingkat kematangan yang bervariasi: Tata Kelola (III+), Pengelolaan Risiko (III+), Kerangka Kerja (II), Pengelolaan Aset (II), Teknologi (III+), dan Pelindungan Data Pribadi (I+). Temuan penelitian mengungkapkan bahwa meskipun aspek tata kelola dan kontrol teknologi telah terdefinisi dengan baik, terdapat kesenjangan signifikan pada formalisasi dokumentasi kerangka kerja dan kepatuhan terhadap UU PDP yang masih berada pada level awal. Kesimpulannya, prioritas perbaikan strategis harus difokuskan pada penyusunan kebijakan privasi data dan manajemen siklus hidup aset untuk mencapai target kepatuhan yang optimal.

Usaha Mikro, Kecil, dan Menengah (UMKM) sering menghadapi tantangan dalam pengelolaan data operasional, khususnya pada aktivitas penjualan dan persediaan. UMKM Sirup Cap Manggis sebagai produsen minuman lokal masih mengandalkan pencatatan manual, yang sering menyebabkan ketidaksesuaian data stok, keterlambatan pelaporan, serta alur kerja yang kurang efisien. Kondisi tersebut menunjukkan perlunya sistem informasi terintegrasi yang mampu mendukung pengelolaan data secara akurat dan real-time. Penelitian ini bertujuan untuk merancang dan mengembangkan sistem Enterprise Resource Planning (ERP) yang berfokus pada modul penjualan dan persediaan berbasis Odoo guna meningkatkan efektivitas operasional UMKM. Penelitian ini menggunakan pendekatan penelitian terapan dengan metode Rapid Application Development (RAD) untuk mempercepat proses pengembangan sistem. Pengumpulan data dilakukan melalui wawancara dengan administrator UMKM, observasi langsung terhadap proses bisnis, serta analisis dokumentasi. Perancangan sistem didasarkan pada kebutuhan fungsional yang telah diidentifikasi, kemudian diimplementasikan menggunakan Odoo Community Edition dengan basis data PostgreSQL. Pengujian sistem dilakukan menggunakan metode black-box untuk memastikan setiap fitur berjalan sesuai dengan kebutuhan pengguna. Hasil penelitian menunjukkan bahwa sistem ERP yang dikembangkan mampu mengintegrasikan proses penjualan dan persediaan secara efektif, memungkinkan pemantauan stok secara real-time, pencatatan transaksi otomatis, serta peningkatan akurasi data. Selain itu, sistem ini terbukti meningkatkan efisiensi operasional dengan mengurangi kesalahan pencatatan manual.

Pengelolaan data penelitian pada Institusi XYZ menghasilkan data dalam jumlah besar dan bersifat historis, sehingga diperlukan sistem yang mampu mengolah dan menyajikan data secara efektif dan terintegrasi. Penelitian ini bertujuan untuk mengimplementasikan Business Intelligence(BI) menggunakan Power BI dalam pengolahan dan visualisasi data penelitian guna mendukung transparansi informasi, proses monitoring, serta pengambilan keputusan yang berbasis data. Metode penelitian meliputi analisis kebutuhan, perancangan model data, proses Extraction, Transformation, and Loading (ETL), serta pengembangan dashboard interaktif menggunakan Power BI tanpa mengubah struktur basis data inti. Hasil penelitian menunjukkan bahwa penerapan Power BI mampu mengintegrasikan data penelitian, pendanaan, luaran, dan data peneliti ke dalam visualisasi yang informatif dan mudah dipahami. Penelitian ini menghasilkan empat dashboard utama, yaitu dashboard proposal penelitian, dashboard pendanaan penelitian, dashboard luaran penelitian, dan dashboard data peneliti, yang dapat membantu pihak institusi dalam memantau dan mengevaluasi kinerja penelitian secara lebih efektif.

Perkembangan teknologi informasi yang pesat menuntut organisasi bisnis untuk meningkatkan efisiensi operasional, namun CV. Plaza Meubel Jati Masrum yang berdiri sejak tahun 1982 masih menggunakan sistem pencatatan manual yang menimbulkan berbagai permasalahan, seperti data tidak terbaca, kesalahan penulisan, kesulitan memperoleh laporan keuangan dan laba rugi, hilangnya bukti soft file, serta ketidakpastian kedatangan barang restock dari pemasok. Penelitian ini bertujuan untuk merancang sistem informasi pemesanan berbasis web guna mengatasi permasalahan sistem manual, meningkatkan efisiensi pencatatan, serta menyediakan informasi yang akurat dalam mendukung pengambilan keputusan perusahaan. Metode yang digunakan adalah penelitian dan pengembangan (Research and Development) dengan model prototyping, yang meliputi tahap analisis kebutuhan, perancangan sistem, pembuatan prototype, evaluasi pengguna, dan pemeliharaan. Data penelitian diperoleh melalui wawancara mendalam dengan pemilik, laporan transaksi, dan dokumentasi stok barang. Pemodelan sistem dilakukan menggunakan Unified Modeling Language (UML), yang mencakup Use Case Diagram, Activity Diagram, Sequence Diagram, dan ClassDiagram. Hasil penelitian berupa rancangan sistem informasi pemesanan yang mampu mengotomatisasi laporan penjualan, riwayat pesanan pelanggan, dan pengelolaan data produk. Sistem ini berkontribusi dalam meningkatkan produktivitas operasional serta akurasi identifikasi barang melalui integrasi data. Kesimpulan penelitian menunjukkan bahwa sistem yang dirancang dapat meningkatkan kualitas layanan, dengan potensi pengembangan lanjutan berupa integrasi pembayaran digital dan sistem pelacakan pengiriman.

This study analyzes the factors that influence the cost of equity capital in food and beverage manufacturing companies listed on the Indonesia Stock Exchange during the period 2020–2023. The study focuses on information asymmetry, earnings management, voluntary disclosure, and business diversification as determinants of the cost of equity capital. This study is relevant to the dynamics of the financial market after the decline in Bank Indonesia's benchmark interest rate in the 2024–2025 period, which has the potential to change investor preferences and increase attention to the quality and transparency of company information. The study uses a quantitative approach with secondary data obtained from companies' financial statements and annual reports. The sample was determined using purposive sampling and resulted in 177 observations from 46 companies over four years of observation. The cost of equity capital was measured using the Ohlson model, while hypothesis testing was conducted using multiple linear regression analysis. The results show that earnings management and voluntary disclosure have a significant effect on the cost of equity capital. Conversely, information asymmetry and business diversification were not found to have a significant effect. These findings confirm that the quality of financial reporting and the level of information disclosure play an important role in shaping investors' risk perceptions and return expectations.

The rapid growth of e-commerce in Indonesia has encouraged businesses to adopt digital marketing strategies supported by effective information management. Marketplace platforms such as Shopee provide extensive marketing data with strategic value; however, its utilization requires a structured system. This study aims to analyze the implementation of Marketing Information Systems in supporting digital marketing strategies on the Shopee e-commerce platform. The research employs a qualitative descriptive approach through literature review and indirect observation using internet-based scholarly sources. Data were collected from relevant national and international journals and analyzed descriptively to identify the roles, components, and influencing factors of Marketing Information Systems. The results indicate that Marketing Information Systems play a significant role in supporting digital marketing decision-making through the management of internal records, marketing intelligence, marketing research, and decision support systems. Furthermore, the implementation of Marketing Information Systems on Shopee is influenced by information technology development, company size and scale, consumer behavior, competitive environment, and corporate strategy and objectives. This study is expected to contribute theoretically to the development of digital marketing studies and provide practical references for e-commerce businesses in optimizing data-driven marketing strategies.

Instagram has become a strategic medium for government institutions in delivering public information, particularly weather and disaster-related information that requires speed, clarity, and ease of understanding. The BMKG of Gowa Regency utilizes digital communication innovations through the use of informative memes and a virtual character named Shinna as a visual communication strategy to enhance the effectiveness of information dissemination to the public. This study aims to analyze the influence of meme usage and the virtual character Shinna on the information satisfaction of Instagram users of BMKG Gowa Regency by employing the Stimulus–Response (S–R) theory perspective, which views visual messages as stimuli capable of eliciting cognitive and affective responses from audiences. This research adopts a quantitative approach using a survey method. Data were collected through an online questionnaire with a four-point Likert scale administered to followers of the BMKG Gowa Regency Instagram account who had viewed or interacted with meme content and the virtual character Shinna. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results indicate that the use of memes and the virtual character Shinna has a positive and significant effect on users’ information satisfaction, both partially and simultaneously. Meme usage shows a more dominant influence compared to the virtual character Shinna, while the coefficient of determination (R²) value of 0.834 indicates that both variables explain 83.4% of the variance in users’ information satisfaction. These findings confirm that public communication strategies based on memes and virtual characters are effective in enhancing audience understanding, comfort, and satisfaction with disaster-related information.

This study aims to analyze the effect of education level on the quality of financial statements based on SAK EMKM, with accounting information systems as a moderating variable, focusing on coffee shop micro, small, and medium enterprises (MSMEs) in Kediri City, Indonesia. A quantitative approach was employed using primary data collected through structured questionnaires distributed to 32 business owners or financial managers selected by purposive sampling. Data were analyzed using descriptive statistics, classical assumption tests, and Moderated Regression Analysis (MRA) with SPSS software.The results indicate that education level has a positive and significant effect on the quality of financial statements, suggesting that higher educational attainment enhances accounting understanding and compliance with SAK EMKM. However, accounting information systems were found to weaken this relationship, indicating that system complexity, limited digital literacy, and insufficient technical training may reduce the effectiveness of education in improving financial reporting quality. These findings highlight that improving financial reporting quality among MSMEs requires not only higher educational capacity but also appropriate technological support and continuous technical assistance. This study contributes to the accounting literature by emphasizing the contextual role of accounting information systems in shaping the relationship between human capital and financial reporting quality in MSMEs.

The information technology revolution has brought significant changes to almost all aspects of people's lives, from communication patterns and ways of obtaining information to production and trade systems across various sectors. The development of digital technology has also driven cultural, social, and economic changes that require society to continuously adapt. This article aims to examine how society adapts to these changes through a literature review approach, examining various relevant scientific sources. The discussion focuses on digital literacy, human resource (HR) transformation, the concept of Society 5.0, the psychological impact of digital technology use, the role of public policy, and the use of technology in the economic sector. The study results indicate that the success of societal adaptation is greatly influenced by the level of digital literacy and the readiness of human resources to face increasingly rapid technological developments. Furthermore, public policies that support equal access to technology and digital education are crucial factors in this adaptation process. Equitable digital literacy and the development of adaptive and flexible human resources are key strategies for maximizing digital economic opportunities while addressing various social challenges in the era of information technology transformation.

Digital transformation has become a strategic necessity for both public and private organizations in improving efficiency, service quality, and competitiveness in the digital era. The success of digital transformation is greatly influenced by the readiness and planning of integrated and sustainable IT infrastructure. This study aims to analyze the role of IT infrastructure planning in supporting the implementation of organizational digital transformation. The method used is a systematic literature review of scientific publications relevant to the topic of IT infrastructure, strategic information system planning, and digital transformation. The review results indicate that IT infrastructure serves as the main foundation of digital transformation, encompassing hardware, software, networks, data centers, information security, and human resources. Poorly planned IT infrastructure has the potential to cause various issues, such as limited technology capacity, digital divides, cybersecurity risks, and investment inefficiencies. Therefore, strategic IT infrastructure planning that aligns with the organization's vision is required, supported by adequate funding, human resource competency development, and adaptive digital leadership to ensure the successful and sustainable implementation of digital transformation.

Developments in information technology have had a significant impact on business communication and negotiation processes in various industrial sectors. Technological advances such as email, video conferencing, instant messaging applications, cloud-based information systems, and other digital media have created new, faster, more efficient, and more documented communication models. This study uses a descriptive approach based on a literature review to analyze how information technology is transforming interaction patterns, strategies, and negotiation processes in the modern business environment. The results indicate that information technology plays a strategic role in increasing the effectiveness of business communication and accelerating the negotiation process. Advantages such as cost savings, time flexibility, global access, and automated documentation are the main reasons for the increasing use of digital media in the business world. However, digital negotiation also presents challenges such as the loss of non-verbal context, the risk of miscommunication, data security issues, and limitations in interpersonal relationships. The conclusion of this study confirms that successful negotiations in the digital era are greatly influenced by interpersonal communication skills, digital literacy, appropriate media selection, and the implementation of negotiation strategies that adapt to technological changes.

The digital transformation era demands printing companies to strategically integrate information technology to enhance efficiency and competitiveness. CV Prima Puspasari still faces several challenges in business process management, such as unintegrated workflows, manual record-keeping, and limited utilization of information systems. This study aims to develop an Information Systems Strategic Planning (ISSP) using the Ward & Peppard method as the main analytical framework. The approach analyzes business and technology conditions through four domains: internal and external business environments, as well as internal and external IS/IT environments. The analysis combines SWOT Analysis, Value Chain Analysis, and the McFarlan Strategic Grid to identify strengths, weaknesses, opportunities, threats, and to determine application priorities. The results produce three main strategies: IS/IT business strategy, IS/IT management strategy, and IT infrastructure strategy. The recommended systems include Inventory Management System, Customer Relationship Management (CRM), Integrated Financial System, Human Resource Information System (HRIS), E-Procurement, and E-Commerce. This strategic planning is expected to serve as a roadmap for CV Prima Puspasari in implementing digital transformation, improving operational effectiveness, and strengthening its competitive advantage in the digital printing industry.

PT Telering Distrindo is a telecommunications distribution and retail company whose operations rely heavily on information systems. As the business expands and transaction volumes increase, higher demands for system security and reliability require a strategic evaluation of information technology (IT) implementation to ensure alignment with business objectives. This study aims to analyze the condition of the IT infrastructure at PT Telering Distrindo and to formulate development strategies using the Ward & Peppard framework. The research methods include literature review, system observation, IT architecture analysis, and interviews with internal stakeholders. The results show that the company has implemented core systems such as aPOSPlus, aBusinessPlus, and the PPOB TR Reload application, which play an important role in supporting business operations. However, several weaknesses remain in system security, integration, and IT risk management. The SWOT analysis identifies strengths in access control and authentication mechanisms, opportunities to leverage security as a competitive advantage, and threats from cyberattacks and high dependency on IT infrastructure. The study concludes that the Ward & Peppard framework provides a comprehensive strategic perspective and serves as a foundation for developing a more structured, secure, and sustainable IT strategy to support business growth.

Teknologi internet telah berkembang pesat dan menjadi media yang efektif dalam mendukung penyebaran informasi serta aktivitas bisnis di era digital. Perkembangan tersebut mendorong pelaku usaha, khususnya usaha kecil dan menengah, untuk memanfaatkan sistem penjualan berbasis web guna memperluas jangkauan pasar dan meningkatkan efisiensi operasional. Dalam industri penjualan sepatu, proses penjualan yang masih dilakukan secara manual sering menimbulkan berbagai permasalahan, seperti keterbatasan akses informasi, ketidaktepatan pencatatan data, serta kurang optimalnya pengelolaan transaksi. Oleh karena itu, penelitian ini bertujuan untuk merancang dan mengimplementasikan sistem informasi penjualan sepatu berbasis web pada MAF Clobber dengan menggunakan Unified Modeling Language (UML) sebagai alat pemodelan sistem. Metode pengembangan sistem yang digunakan adalah System Development Life Cycle (SDLC) dengan model Waterfall, yang meliputi tahapan perencanaan, analisis kebutuhan, perancangan sistem, implementasi, dan pengujian. UML digunakan untuk memodelkan kebutuhan dan alur sistem melalui beberapa diagram, antara lain use case diagram, activity diagram, sequence diagram, dan class diagram, sehingga menghasilkan rancangan sistem yang terstruktur dan terdokumentasi dengan baik. Hasil penelitian menunjukkan bahwa penerapan UML mampu memperjelas kebutuhan sistem, mengurangi ambiguitas dalam proses perancangan, serta mendukung pengembangan sistem yang lebih sistematis. Sistem yang dibangun memungkinkan pengguna melakukan pencarian produk, pemesanan, dan pembayaran secara daring, serta memudahkan admin dalam mengelola data produk, pelanggan, dan laporan penjualan. Sistem ini diharapkan dapat meningkatkan efektivitas transaksi, akurasi data, dan kualitas layanan penjualan sepatu.

Di berbagai negara berkembang, keberlanjutan finansial lembaga pendidikan tinggi swasta sangat bergantung pada jumlah pendaftaran mahasiswa, disebabkan oleh keterbatasan diversifikasi sumber pendapatan. Berbeda dengan universitas negeri yang memperoleh dukungan substansial dari subsidi pemerintah, universitas swasta pada umumnya bergantung pada biaya kuliah sebagai sumber pendapatan utama. Ketergantungan ini mendorong banyak institusi swasta untuk mengalokasikan sumber daya keuangan yang signifikan guna mendukung inisiatif promosi yang dirancang untuk menarik calon mahasiswa. Melalui strategi pencitraan merek (branding) yang efektif, universitas swasta semakin memanfaatkan platform media sosial—terutama Instagram—sebagai alat strategis untuk membangun jejaring sosial serta meningkatkan kesadaran informasi di kalangan audiens berusia setara dengan pelajar sekolah menengah atas. Penelitian ini mengkaji potensi penerapan strategi promosi berbasis algoritma Instagram dengan menggunakan teknik digital marketing influence maximization, khususnya viral marketing dan influencer marketing, yang umumnya diterapkan di sektor komersial. Temuan penelitian menguraikan tiga strategi pemasaran dengan potensi manfaat yang signifikan: memanfaatkan mekanisme viral marketing, mengidentifikasi dan melibatkan key opinion leaders (KOL) yang tepat dalam influencer marketing, serta mengoptimalkan penggunaan tagar (hashtag) secara strategis. Selain itu, penelitian ini berkontribusi terhadap pengembangan pengetahuan dengan menawarkan kerangka konseptual untuk perumusan strategi promosi dan mengusulkan metodologi evaluatif untuk mengukur efektivitas promosi. Pendekatan evaluasi tersebut meliputi penerapan metrik brand influence dan engagement rate, yang ditunjukkan melalui studi kasus singkat.