MODEL WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PERGURUAN TINGGI (Studi Kasus Program Member Get Student di Universitas Mercu Buana)

Yulista, Year (2009) MODEL WORD OF MOUTH DALAM KOMUNIKASI PEMASARAN PERGURUAN TINGGI (Studi Kasus Program Member Get Student di Universitas Mercu Buana). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Promotion of higher education institutions can be done with various techniques of marketing communications mix them through the Word of Mouth marketing efforts that led consumers to discuss, promote, recommend and sell the product / brand to other customers. Mercu Buana University one of the parties to a promotion Word of Mouth through Get Student Member program which provides some incentives for students / alumni who succeeded in attracting prospective students to enrolled at the University of Mercu Buana. Word of Mouth Marketing related to the context of interpersonal communication. Personal factors, situational, interpersonal communication approach with the speaker will remain influential as the occurrence of interpersonal communication. This is studied from the literature review and focus for this research in order to answer the research objectives of a marketing model of Word of Mouth in Get Student Member program. Research using case study method with exploratory type. The primary data obtained through in-depth interviews with the recommend and the recommended (prospective students) by using the literature study as secondarydata. The results showed be relationship between personal factors with the speaker, situational factors, interpersonal communication approaches and programs Student Member Get in shaping models of Word of Mouth promotions Mercu Buana University through Get Student Member program. Promosi insitusi pendidikan tinggi dapat dilakukan dengan berbagai teknik bauran komunikasi pemasaran diantaranya melalui Word of Mouth yakni usaha pemasaran yang memicu konsumen untuk membicarakan, mempromosikan, merekomendasikan dan menjual produk/merek kepada pelanggan lainnya. Universitas Mercu Buana salah satu pihak yang melakukan promosi Word of Mouth melalui program Member Get Student yakni memberikan sejumlah insentif bagi mahasiswa/alumni yang berhasil menarik calon mahasiswa untuk berkuliah di Universitas Mercu Buana. Pemasaran Word of Mouth berkaitan dengan konteks komunikasi antarpribadi. Faktor-faktor personal,situasional, pendekatan komunikasi antarpribadi dengan lawan bicara akan tetap berpengaruh ketika terjadinya komunikasi antarpribadi. Hal inilah yang dikaji dari kajian pustaka maupun fokus untuk penelitian ini dalam rangka menjawab tujuan penelitian yakni mendapatkan model pemasaran Word of Mouth dalam program Member Get Student. Penelitian menggunakan metode studi kasus dengan tipe eksploratif. Data primer didapatkan melalui wawancara mendalam dengan pihak perekomendasi (mahasiswa/alumni) dan pihak yang direkomendasi (calon mahasiswa) dengan menggunakan studi kepustakaan sebagai data sekunder. Hasil penelitian menunjukkan ada keterkaitan antara faktor personal dengan lawan bicara, faktor situasional, pendekatan komunikasi antarpribadi maupun program Member Get Student dalam membentuk model Word of Mouth dalam rangka mempromosikan Universitas Mercu Buana melalui program Member Get Student.

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