CAHYANI, RIKA AULIA (2026) AKTIVITAS KOMUNIKASI PEMASARAN TELEMARKETING DALAM MENINGKATKAN JUMLAH PENDAFTARAN CALON MAHASISWA PADA UNIVERSITAS MERCU BUANA CABANG MENTENG PERIODE BULAN JUNI – JULI 2025. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis aktivitas komunikasi pemasarn melalui telemarketing dalam meningkatkan penerimaan mahasiswa baru di Universitas Mercu Buana Cabang Menteng. Fokus penelitian yang diteliti dalam penelitian ini adalah aktivitas komunikasi pemasaran melalui telemarketing yang meliputi perencanaan, pelaksanaan, dan evaluasi komunikasi, serta peningkatan penerimaan mahasiswa baru sebagai hasil dari penerapan aktivitas tersebut. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Subjek penelitian berjumlah 11 orang yang tediri dari pihak manajemen, tim promosi, staf marketing, customer service officer (CSO), staf telemarketing, serta mahasiswa yang berhasil masuk melalui proses telemarketing. Penentuan informan berdasarkan kriteria penelitian, yaitu individu yang terlibat langsung dan memiliki pemahaman terhadap aktivitas telemarketing dalam penerimaan mahasiswa baru. Teknik pengumpulan data dilakukan melalui wawancara mendalam dan dokumentasi. Metode analisis data yang digunakan dalam penelitian ini adalah model analisis inetarktif Miles dan Huberman, yang meliputi proses reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa telemarketing berperan efektif sebagai media komunikasi pemasaran langsung dalam memberikan informasi yang jelas, membangun hubungan personal, serta meningkatkan kepercayaan calon mahasiswa terhadap institusi. Keberhasilan aktivitas telemarketing didukung oleh perencanaan pesan yang terstruktur, koordinasi antarbagian, penggunaan database calon mahasiswa, serta kemampuan komunikasi persuasif staf telemarketing. Selain itu, komunikasi dua arah yang responsif dan tindak lanjut (follow-up) yang berkelanjutan turut memengaruho keputusan calon mahasiswa untuk mendaftar. Berdasarkan hasil penelitian tersebut, dapat disimpulkan bahwa strategi komunikasi pemasaran melalui telemarketing yang direncanakan dan dijalankan secara sistematis mampu memberikan kontribusi positif terhadap peningkatan penerimaan mahasiswa baru di Univeristas Mercu Buana Cabang Menteng. This study aims to analyze marketing communication activies through telemarketing in increase new student enrollment at Mercu Buana University, Menteng campus. Research focus in this study are market communication activities through telemarketing, which include communication planning, implementation, adn evaluation, as well the increase in new student enrollment as a result of these activities. This research employs a qualitative approach using a descriptive method. The research subjects consist of 11 informants, including management representatives, the promotion team, marketing staff, customer service officers (CSO), telemarketing staff, and student who were succesfully enrolled through the telemarketing process. The selection of informants was based on research criteria, namely individuals who were directly involved and had an understanding of telemarketing activities in the new student admission process. Data collection techniques were cunducted through in-depth interviews, and documentation. The data analysis method used in this study is the interactive analysis model proposed by Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results show that telemarketing activities play an effective role as a direct marketing communication medium in providing clear information, building personal relationships, and increasing prospective students’ trust in the instituion. The success of telemarketing activities is supported by structured message planning, coordination among departements, the use of prospective student databases, and the persuasive communication skill of telemarketing staff. In addition, responsive two-way communication and continuous follow-ip activities influence prospective students’ decisisons to enroll. Based on these findings, it can be conclude that marketing communication activities through telemarketing, when systematically planned and implemented, contribute positively to the increase in new student enrollment at Mercu Buana University, Menteng Campus.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44322010043 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Telemarketing, Penerimaan Mahasiswa Baru, Strategi Komunikasi. Marketing Communication, Telemarketing, New Student Enrollment, Communication Strategy. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 02 Mar 2026 01:56 |
| Last Modified: | 02 Mar 2026 01:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101291 |
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