Evaluation of social media channel preference for student engagement improvement in universities using entropy and TOPSIS method
Abstract: To analyze students’
social media preference in order to improve student engagement with university
by examining social media implementation quality in terms of information and
service quality.
Design/methodology/approach: Research methodology is started with the
hierarchy creation of student engagement with university which then translated
into questionnaire. This questionnaire was distributed to 58 universities in
Jakarta (Indonesia’s capital). The questionnaire result was analyzed with
entropy and TOPSIS method.
Findings: In social media implementation quality, information quality is
more important than service quality because in social media, a good information
quality is really relevant with the usefulness and comprehensiveness of the
information. On the other hand regarding service quality, the system
availability will help students in their interaction process with university,
on top of the service’s efficiency and fulfillment. This directly impacts the
cooperation between students, active learning process, and students’
expectation. The social medias students preferred to improve student engagement
with universities respectively are LINE, Facebook, Twitter, Wiki, Blog,
Instagram, YouTube, Path, LinkedIn, and Podcast.
Research limitations/implications: Social media’s role is not only to
create student engagement in the learning process, but also other aspects
included by Chickering & Gamson (1987).
Practical implications: The Social CRM channel shift from electronic into
social media shows that social media holds an important role for university
since it eases up the communication between university and the students. The
good social media management has been an issue that needs to be solved by
university by creating a unit or delegate a person that can manage the social
media correctly and quickly so the students feel that they get the good service
they want.
Originality/value: The other researches focus on observing social media
influence to improve student engagement, but only in the context of learning
process. This research observes social media roles in student engagement
thoroughly according to the existing good practice. This research can also
shows the order of social media that are seen important to create student
engagement.
Author: Meyliana, Achmad Nizar Hidayanto, Eko
Kuswardono Budiardjo
Journal Code: jptindustrigg150102
