ROI and SNA Analysis in Testing the Effectiveness of New Student Admission Promotion: A Case Study at MAS Al Washliyah Gedung Johor

Abstract

Globalization and intense competition in the education sector, especially among private high schools, require institutions such as MAS Al Washliyah Gedung Johor to continue optimizing their new student admission promotion strategies. Although the school has implemented multi-channel promotions that include social media (Instagram, TikTok), conventional methods (brochures), and financial incentives (alumni tuition fee discounts), there has been no in-depth analysis of the effectiveness of each variable. The problem of less than optimal promotion results due to inappropriate media selection often results in inefficient allocation of promotion costs with minimal student recruitment results. This study aims to analyze the effectiveness of various promotion variables used by MAS Al Washliyah Gedung Johor, in order to support a more appropriate and efficient allocation of funding sources. Data were collected through a questionnaire given to new students regarding their sources of promotional information. To achieve this goal, this study uses a two-method approach: Return on Investment (ROI) to measure financial efficiency and return on funds, and Social Network Analysis (SNA) to visualize interaction patterns, reach, and identify the most influential communities or promotions in the student exposure network. By combining ROI and SNA analysis, it is hoped that this study can provide clear information regarding promotion costs and the most efficient and effective types of promotion, as a basis for improving the school promotion system in the future.