Distance learning utilizes social media as a platform in providing higher education. This research examines the message strategies used by Open and Distance Learning (ODL) Institutions in conducting campaigns on social media. Messages are an important component in the success of a campaign to influence someone's behavior in deciding to study at an ODL university. The message strategy theory applied in this research refers to Tafesse and Wien which includes informational, transformational, and interactional messages. The research examines how each type of message influences students' decisions to study at distance universities. This research uses a quantitative approach. The location of this research is the Jakarta regional office because it has the largest number of students compared to 39 service offices spread across Indonesia and the Jakarta regional office optimizes the use of social media as campaign media. The population was 62,943 students. The sample consisted of 269 students determined according to the Krjcie and Morgan method with an error rate of 10%. The data analysis technique uses the SEM-PLS approach with SmartPLS 4.0 software. The research results show that informational and transformational variables significantly influence the decision to study at ODL. Interactional variables do not have a significant effect on the decision to study further at ODL. Therefore, messages that contain informational and transformational indicators need to be highlighted in distance learning campaigns on social media to increase the number of students and institutional branding.

Authors:
Gunawan Wiradharma, Universitas Terbuka, Indonesia
Mario Aditya Prasetyo, Universitas Indonesia, Indonesia
Rahmat Budiman, Universitas Terbuka, Indonesia
Melisa Arisanty, Universitas Terbuka, Indonesia

About the Presenter(s)
My research interests are communication studies, digital media, performing arts, language and culture, and ODL. My activities are creating of mobile learning, AR, VR, games, MOOCs, popular knowledge learning videos, and traditional Indonesian dance.

Connect on Linkedin
https://www.linkedin.com/in/gunawan-wiradharma/

Connect on ResearchGate
https://www.researchgate.net/profile/Gunawan-Wiradharma?ev=hdr_xprf

Additional website of interest
https://www.instagram.com/g_wiradharma?igsh=dDhjcTAyNTd4ZW5v

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