STRATEGI MARKETING PUBLIC RELATIONS UNIVERSITAS MERCU BUANA DALAM MENINGKATKAN JUMLAH MAHASISWA BARU

FATIMAH, CUT (2020) STRATEGI MARKETING PUBLIC RELATIONS UNIVERSITAS MERCU BUANA DALAM MENINGKATKAN JUMLAH MAHASISWA BARU. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Globalization has encouraged the emergence of very competitive competition in the world of educational services. Universities compete with each other to develop all their potential and abilities to attract prospective students, that is why it is important that universities need to develop Marketing Public Relations strategies to win the competition. The purpose of this research is to find out the Marketing Public Relations strategy of Mercu Buana University in increasing the number of new students and to find out the obstacles in carrying out the Marketing Public Relations strategy of Mercu Buana University in increasing the number of new students. The supporting concepts and theories in this research are Communication, Communication Function, Communication Strategy, Public Relations, Public Relations Function, Public Relations Objectives, Public Relations Role, Marketing Public Relations, Marketing Public Relations Objectives, Marketing Public Relations Role, Marketing Public Relations Strategy. The method used in this research is a qualitative approach with case study research methods. The results of this study indicate that in carrying out the marketing public relations strategy of Mercu Buana University, it is divided into 3 stages, namely planning, implementation and evaluation. In the planning stage there is a SWOT analysis and targets, then in the implementation stage there are scholarships, socialization, and promotion of social media, and the last is program evaluation every year. Keyword: Strategi, Marketing Public Relations, Public Relations Globalisasi telah mendorong timbulnya persaingan yang sangat kompetitif dalam dunia jasa pendidikan.Perguruan tinggi saling berlomba untuk mengembangkan seluruh potensi dan kemampuannya guna menarik minat calon mahasiswa, dari situlah penting nya perguruan tinggi perlu menyusun strategi Marketing Public Relations untuk memenangkan persaingan. Tujuan dari penelitian ini yaitu untuk mengetahui strategi Marketing Public Relations Universitas Mercu Buana dalam meningkatkan jumlahmahasiswa baru dan Untuk mengetahui Hambatan dalam menjalankan strategi Marketing Public Relations Universitas Mercu Buana dalam meningkatkan jumlah mahasiswa baru. Konsep dan teori pendukung dalam penelitian ini yaitu Komunikasi, Fungsi Komunikasi,Strategi Komunikasi, Public Relations, Fungsi Public Relations,Tujuan Public Relations,Peran Public Relations, Marketing Public Relations, Tujuan Marketing Public Relations, Peran Marketing Public Relations, Strategi Marketing Public Relations. Metode yang digunakan dalam penelitian ini yaitu pendekatan kualitatif dengan metode penelitian studi kasus. Hasil dari penelitian ini menunjukan bahwa dalam melakukan strategi marketing public relations universitas mercu buana dibagi menjadi 3 tahap yaitu perencanaan, pelaksanaan dan evaluasi. Di tahap perencanaan terdapat analisis SWOT dan target, kemudian di tahap pelaksanaan terdapat beasiswa, sosialisasi, dan promosi media sosial, dan terakhir yaitu evaluasi program disetiap tahun-nya. Kata kunci: Strategi, Marketing Public Relations, Public Relations

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