OCTORA, HARLYAN (2022) Model Integrasi Komunikasi Pemasaran Digital Universitas Tarumangara dalam Membangun Hubungan dengan Pendaftar Calon Mahasiswa Baru (Studi Kasus : Divisi Pemasaran Universitas Tarumanagara di Masa Pandemic Covid-19). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Universitas Tarumanagara (UNTAR) adalah salah satu perguruan tinggi swasta yang selalu menarik minat banyak lulusan SMA/SMK dari seluruh Nusantara. Dimana target peneliti memfokuskan penelitian terhadap target marketing dari UNTAR adalah calon pendaftar mahasiswa baru yang masih duduk di bangku kelas 12. Kegiatan pemasaran tidak dapat berjalan seperti biasanya, dikarenakan seluruh dunia terpar virus Covid-19. Namun di zaman teknologi yang sudah berkembang, semua kegiatan dapat tetap berjalan yang sebelumnya kegiatan dilakukan secara tatap muka beralih menjadi online. Peneliti sangat tertarik untuk meneliti lebih lanjut mengenai komunikasi pemasaran digital pada masa pandemic. Dari fenomena tersebut, peneliti akan menelusuri bagaimana model integrasi komunikasi pemasara digital dalam membangun hubungan dengan calon pendaftar. Metode yang dikenakan adalah Kualitatif studi kasus, dengan teknik pengumpulan data secara wawancara serta mengambil beberapa dokumen arsip. Kesimpulan pada penelitian ini ialah: pesan-pesan digital yang dilakukan untuk membangun ikatan generasi digital dengan cara melakukan kegiatan prmosi melalui media sosial intagram, tiktok, dan youtube. Model yang dikenakan adalah pemasaran secara sirkular. Tarumanagara University (UNTAR) is a private university that always attracts high school/vocational high school graduates from all over the archipelago. Where the research target focuses on research on marketing targets from UNTAR are prospective new student applicants who are still in grade 12. Marketing activities cannot run as usual, because the world is exposed to the Covid-19 virus. However, in the era of technology that has developed, all activities can continue, which previously were carried out face-to-face, turning to online. Researchers are very interested in researching more about digital marketing communications during a pandemic. From this phenomenon, researchers will explore how the digital marketing communication integration model to build relationships with prospective registrants. The method used is a qualitative case study, with data collection techniques by interview and taking several archival documents. The conclusions in this study are digital messages that are carried out to build digital generation bonds by carrying out promotional activities through social media Instagram, TikTok, and youtube. The model used is circular marketing.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55219110019 |
| 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: | Maulana Arif Hidayat |
| Date Deposited: | 25 Aug 2022 08:57 |
| Last Modified: | 25 Aug 2022 08:57 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/68504 |
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