The Effect of Social Media and Reference Groups on Students’ Decisions to Choose a Vocational Major at SMK Negeri 1 Batu

Abstract

This study examines the influence of social media and reference groups on students’ decisions to choose a vocational major at SMK Negeri 1 Batu. The study responds to uneven student distribution across the school’s four vocational programs and to inconsistent findings in previous studies concerning the relative importance of digital information and social influence in educational choice. A quantitative causal survey was conducted among Grade XI students. From a population of 370 students, 79 respondents were included using a Slovin-based sample calculation and a proportional stratified random sampling plan. Data were collected through a five-point Likert questionnaire consisting of 26 items and analyzed with SPSS using descriptive statistics, instrument testing, classical assumption tests, multiple linear regression, t tests, an F test, and the coefficient of determination. All questionnaire items were valid and the three constructs were reliable. The regression model was significant (F = 46.659; p < .001) and explained 55.1% of the variance in major-choice decisions (R² = .551; adjusted R² = .539). Social media had a positive and significant effect (B = .658; β = .590; t = 7.153; p < .001) and was the strongest predictor. Reference groups also had a positive and significant effect (B = .512; β = .284; t = 3.439; p = .001), although its contribution was smaller. The findings indicate that vocational students rely strongly on accessible digital information while using reference-group input more selectively and pragmatically. The study highlights the importance of credible, interactive social-media communication and structured career guidance in vocational education.