STRATEGI MARKETING PUBLIC RELATION DALAM MEREKRUT MAHASISWA BARU (Studi Kasus Universitas Esa Unggul Jakarta)

FAAROEK, SAFIANI A. (2012) STRATEGI MARKETING PUBLIC RELATION DALAM MEREKRUT MAHASISWA BARU (Studi Kasus Universitas Esa Unggul Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The Research was inspired the rapid development of University in Indonesia will encourage the University to constantly improve its performance, so it would be continues to compete in accordance with its development. Now the university is indeed must be more active to attract qualified input, several private university for example in Jakarta, has hired employees in the field of marketing. Innovations marketing of University was indeed being developed very rapidly, the committee of new college student admission not only functioned merely attend to administrative and selection of new college student, however they are already be taught from long day before the new school year to inform and campaign to their targets (potential candidate college student) Universitas Esa Unggul is the one of University in Indonesia that have committed to prepare qualified human resources and tough in entering to era of global, and in order to improve quality of education be more higher quality. The focus of this research lies on how to application of concepts and strategy of marketing public relations conducted Universitas Esa Unggul. As well as the reasons of strategy that have been applied in recruiting new college student, so they are interested to enter Universitas Esa Unggul. The focus of research is to figure out how the strategy of marketing public relations Universitas Esa Unggul in recruiting new college student. The purpose of this research is to identify and analyze strategy of marketing public relations Universitas Esa Unggul. This research is using a qualitative approach descriptive with case study method. That is which the data were collected through interviews, document analysis, for then analyzed, towards the findings obtained in this research. According to the result of research that is shown strategy of marketing which is conducted through Push Strategy, Pull Strategy, Pass Strategy is proved effective. Besides visitations to the school directly as well as introduce flagship programs that owned Universitas Esa Unggul it turns out many enthused in high school students. To see the effectiveness of strategy of marketing public relations can be measured with an increase in the amount of new college students from year to year. As a suggestion, in term of publication with the mass media are still limited to publication about the flagship program better start be applied also to the publication about the support facilities that can support lectures. Because then the public can better know the excellence of Universitas Esa Unggul so that will affect well on the increasing number of new college students. Penelitian ini terinspirasi pesatnya perkembangan perguruan tinggi di Indonesia akan mendorong suatu perguruan tinggi untuk selalu meningkatkan kinerjanya, sehingga diharapkan dapat terus bersaing sesuai dengan perkembangannya. Kini perguruan tinggi memang harus lebih aktif untuk menggaet input yang berkualitas, beberapa perguruan tinggi swasta di Jakarta misalnya, telah mempekerjakan karyawan khusus di bidang marketing. Inovasi pemasaran perguruan tinggi memang sedang berkembang sangat pesat, panitia penerimaan mahasiswa baru tidak hanya difungsikan sekedar mengurusi hal administrasi dan seleksi calon mahasiswa saja, namun mereka diefektifkan jauh-jauh hari sebelum tahun ajaran baru untuk mengedukasi dan melakukan kampanye terhadap target-targetnya (calon mahasiswa potensial) Universitas Esa Unggul merupakan salah satu perguruan tinggi di Indonesia mempunyai komitmen menyiapkan sumber daya manusia yang handal dan tangguh dalam memasuki era global, dan dalam rangka meningkatkan mutu pendidikan yang berkualitas Fokus penelitian ini terletak pada bagaimana penerapan konsep dan strategi marketing public relations yang dilakukan Universitas Esa Unggul. Serta Alasan- alasan strategi itu diterapkan dalam merekrut mahasiswa baru, sehingga mereka tertarik untuk masuk di Universitas Esa Unggul. Fokus penelitian untuk mengetahui bagaimana strategi marketing public relations Universitas Esa Unggul dalam merekrut mahasiswa baru. Tujuan dari penelitian ini adalah mengidentifikasi dan menganalisis strategi marketing public relations Universitas Esa Unggul. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus- deskriptif. Dimana data dikumpulkan melalui wawancara, analisis dokumen, untuk kemudian dianalisis, terhadap temuan-temuan diperoleh dalam penelitian. Hasil penelitian menunjukkan strategi marketing yang dilakukan melalui Push Strategy (strategi mendorong), Pull Strategy (strategi menarik), Pass Strategy (strategi mempengaruhi) terbukti efektif. Selain itu kunjungan-kunjungan ke sekolah secara langsung sekaligus memperkenalkan program-program unggulan yang dimiliki Universitas Esa Unggul ternyata banyak diminati siswa di sekolah menengah atas. Untuk melihat efektifitas strategi marketing public relations dapat diukur dengan peningkatan jumlah mahasiswa baru dari tahun ke tahun. Sebagai saran, dalam hal publikasi dengan media massa masih terbatas pada publikasi mengenai program unggulan sebaiknya mulai di terapkan juga untuk publikasi mengenai fasilitas pendukung yang dapat menunjang kegiatan perkuliahan. Karena dengan begitu khalayak dapat lebih mengetahui keunggulan universitas Esa Unggul sehingga akan berpengaruh baik pada peningkatan jumlah mahasiswa baru.

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