The influence of Website and Facebook on private Universities' image in Riau Province (Public Relations Cyber Activity Survey)

Abstract

In modern era, the utilization of digital channel for updated information technologies is highly preferable to accelerate receiving information. Including Public Relations (PR) of Private Universities trough digital channel shapping an image to attracing new prospective student. The aims of study, to determine the effect of PR activity (content, outreach) on cyber for shaping the image of private universities in Riau Province. This study employed a quantitative method. The data were collected through observation and questionnaires. Then, the data were analyzed by using a simple linear regression method. There are 8 sampels selected private universities in Riau Province have been surveyed on PR activities on the website and facebook. The hypothesis test revealed that t count ≥ t table or 17,246 ≥ 0.098, meaning that there is a significant influence between PR activity on cyber platforms to shaping image of private universities in Riau Province. With, correlation coefficient test found that the correlation value is 0.654 or 65.4% is in the product-moment coefficient interval range of 0.60-0.89 which proves that there is a strong relationship between variables. Then the coefficient value found in the processed research data, the value of determination (R Square) is 0.428, this describe that the influence of the PR variable (X) on the image of private universities (Y) is 42.8%. But, the present study also suggest note 6 out 8 sampels has slow responses to students feedback on web mailing-system. Keyword : Digital, Public Relation, Private University, Riau