SARI, DEVI PUSPITA (2019) ANALISIS STRATEGI KOMUNIKASI PEMASARAN TERPADU PERGURUAN TINGGI SWASTA X DALAM MENINGKATKAN JUMLAH MAHASISWA BARU. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Merupakan salah satu Perguruan Tinggi Swasta di Jakarta yang berada di bawah naungan Yayasan Pendidikan X, Perguruan Tinggi Swasta X (PTS-X) didukung oleh sejumlah perusahaan di lingkungan Kelompok Usaha dalam bentuk program beasiswa penuh yang kontinyu dan variatif sejak 2007-2014. Pada tahun 2013-2014 jumlah intake mahasiswa berada di bawah rata-rata. Namun di tahun selanjutnya, yakni 2015 intake mengalami kenaikan signifikan hingga dua kali lipat. Dengan latar belakan itu, tujuan penelitian ini adalah mengetahui bagaimana strategi komunikasi pemasaran terpadu PTS-X dalam meningkatkan jumlah mahasiswa baru. Penelitian ini merupakan penelitian kualitatif dengan metode deskriptif dan pendekatan studi kasus. Pengumpulan data dilakukan dengan wawancara mendalam 6 orang narasumber dan dokumentasi. Berdasarkan analisis data yang diperoleh, PTS-X menjalankan ketujuh model komunikasi pemasaran terpadu, yakni iklan, promosi penjualan, acara dan pengalaman, pemasaran langsung dan pemasaran interaktif, pemasaran dari mulut ke mulut, penjualan personal dengan strategi yang terbagi menjadi perencanaan, pelaksanaan, dan evaluasi. Keywords: Strategy, Integrated Marketing Communication, Higher Education. One of the Private Universities in Jakarta under the auspices of Education Foundation X, Private Higher Education X (PTS-X) is supported by a number of companies in the Business Group environment in the form of continuous and varied full scholarship programs from 2007-2014. In 2013-2014 the number of student intakes was below average. But in the following year, namely 2015 intake increased significantly up to two times. With that background, the purpose of this research is to find out how PTS-X integrated marketing communication strategies in increasing the number of new students. This research is a qualitative research with descriptive method and case study approach. Data collection was carried out by in-depth interviews with 6 sources and documentation. Based on the analysis of data obtained, PTS-X runs seven integrated marketing communication models, namely advertising, sales promotion, events and experience, direct marketing and interactive marketing, word of mouth marketing, personal selling with strategies that are divided into planning, implementation, and evaluation. Keywords: Strategy, Integrated Marketing Communication, University.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-19-034 |
| Call Number: | T-52-CMC-19-012 |
| NIM/NIDN Creators: | 55216110023 |
| Uncontrolled Keywords: | Strategy, Integrated Marketing Communication, Higher Education, Strategy, Integrated Marketing Communication, University, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | ORYZA LUVITA |
| Date Deposited: | 24 Feb 2022 02:23 |
| Last Modified: | 20 Jun 2022 03:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56716 |
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