Septiani, D., Saputri, R. A., & Sidharta, V. (2026). Instagram Media Exposure and Parents’ School Choice Decisions

• Dewi Septiani
  Rani Ade Saputri
  Student Faculty of Communication and Language, Bina Sarana Informatika University. Indonesia
  
  Veranus Sidharta
  Lecture Faculty of Communication and Language, Bina Sarana Informatika University. Indonesia
  
  
  

  DOI: https://doi.org/10.54099/aijbs.v6i1.1818 
  
  

  Keywords:

  Decision-Making, Instagram, Islamic Primary School, School Choice

Abstract

• This paper examines the effect of Instagram exposure on parents' school-choice decisions in the context of an Islamic primary school. Purpose – This study seeks to analyze whether exposure to a school's Instagram account significantly influences how parents assess, compare, and ultimately choose a school for their children. Methodology – A quantitative explanatory design was employed to test the relationship between Instagram media exposure (independent variable) and parents' school choice decisions. Data were collected through a structured questionnaire using a five-point Likert scale from 106 respondents, consisting of parents or guardians who had accessed the school's Instagram account and were involved in selecting a school for their children. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and simple linear regression.

Findings – Instagram exposure has a positive, statistically significant effect on parents' school choice decisions. The regression equation was Y = 15.829 + 0.710X, with a t-value of 9.941, a significance level of 0.000, and an R-square of 0.492, showing that Instagram exposure contributes meaningfully to parental decision-making.

Value – This study highlights Instagram as an important element in the communication ecology of contemporary Islamic primary education, functioning not only as a promotional medium but also as a source of information, visibility, and institutional representation.

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Published

2026-05-10

How to Cite

Septiani, D., Saputri, R. A., & Sidharta, V. (2026). Instagram Media Exposure and Parents’ School Choice Decisions: Evidence from an Islamic Primary School. ADPEBI International Journal of Business and Social Science, 6(1), 72–88. https://doi.org/10.54099/aijbs.v6i1.1818

Issue

Vol. 6 No. 1 (2026)

Section

Articles

Source : 
ADPEBI