Public Relations Marketing Strategy in the Unissula New Student Admission Program

Fikri Shofin Mubarok, Trimanah Trimanah, Olivia Fachrunnisa

Abstract


The main source of income for Private Universities (PTS) is from payments received from students. Therefore, PTS must be more creative in attracting new students. Unissula is a private university in Central Java with the highest number of students during the 2023 New Student Admissions (PMB) period, reaching 7346. This figure far exceeds the target of 5698. Unissula's Marketing and Public Relations (PH) UPT is a unit mandated by the Rektor to be responsible for the overall PMB program. In practice, UPT PH synergizes with all leaders at the university level, faculties, study programs and other units. This research aims to describe the synergy of UPT PH with all internal stakeholders in achieving PMB targets. This research uses a qualitative case study approach. The data collection technique was carried out using in-depth interviews with 3 informants determined by purposive sampling and observation at PMB meetings. Data analysis techniques are carried out through data reduction, data presentation and drawing conclusions. The research results show that there is a strategic policy from the Rektor which is the driving force for the implementation of three marketing public relations strategies, namely pull strategy, push strategy and pass strategy. The results of this research can contribute to other private universities which are experiencing a decrease in the number of students or who want to increase the number of students


Keywords


marketing public relations; student admission; private university

Full Text:

PDF

References


Abidin, M. (2022). Urgensi Komunikasi Model Stimulus Organism Response. Nivedana: Jurnal Komunikasi & Bahasa, 3, 49–52. https://doi.org/10.53565/nivedana.v3i1.335

Aripin, M. Z., & Febrianto, A. (2022). Product Based Value Added Dalam Meningkatkan Costumer Decision di Indomaret Kraksaan. Jurnal Istiqro: Jurnal Hukum Islam, Ekonomi Dan Bisnis, 8(1), 102–120. https://doi.org/10.30739/istiqro.v8i1.1310

Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.38075

Fikri, A. V., & Salma, A. N. (2022). “Success Story” Program On Youtube Social Media. E-Proceeding of Management, 9(4), 2637–2645.

Firmansyah, M. A. (2020). Buku Komunikasi Pemasaran. CV. Penerbit Qiara Media (Ed.), Book.

Hernawati, R., Oesman Palapah, M. A., & Noviar, T. N. A. (2022). Communication Strategy Of Private University’s PR Practitioners To Attract Students’ Interest In Time Of Covid-19 Pandemic. Mediator: Jurnal Komunikasi, 15(1), 78–90. https://doi.org/10.29313/mediator.v15i1.9518

Kotler, P., & Keller, K. L. (2016). Marketing Management. In Book (15th ed.). Pearson Education Limited.

Lattimore, D., Heiman, S. T., & Toth, E. L. (2010). Public relations profesi dan praktik. Salemba Humanika.

Layrensius, G., Lesmana, F., & Tjahyana, L. J. (2022). Efektivitas Iklan Shopee COD Di Youtube Pada Pengguna Shopee Indonesia. Jurnal E-Komunikasi, 10(2), 1–8.

Muhammad, F., & Febriatmoko, B. (2022). Pengaruh diferensiasi produk, persepsi harga, kualitas layanan dan kualitas produk terhadap kepuasan konsumen. Jurnal Manajemen, 14(2), 263–270. https://doi.org/10.30872/jmmn.v14i2.11110

Netty, R. (2019). Upaya Guru Bimbingan Konseling dalam Mendorong Siswa Menentukan Pilihan Studi. 1(4).

Nurfitriani, A., & Suhartini, T. (2018). Strategi Marketing Public Relations PT. Pos Indonesia. J-Ika, 5(1), 66–70. https://doi.org/10.31294/kom.v5i1.3657

Nurrahman, M. (2015). Strategi Marketing Public Relations The Sun Hotel Sidoarjo Pada Publik Konsumen. Commonline, 4(2), 287–302.

Prihatsanti, U., Suryanto, S., & Hendriani, W. (2018). Menggunakan Studi Kasus sebagai Metode Ilmiah dalam Psikologi. Buletin Psikologi, 26(2), 126. https://doi.org/10.22146/buletinpsikologi.38895

Purwanti, A. (2018). Pull strategy: A marketing strategy public relations to maintain customer loyalty. Jurnal Apresiasi Ekonomi, 6(2), 162–169. https://doi.org/10.31846/jae.v6i2.79

Rahmat, A. M. (2021). Effectiveness of Marketing 4.0 in the World of Online Advertising. Mediator: Jurnal Komunikasi, 14(2), 195–202. https://doi.org/10.29313/mediator.v14i2.8416

Rahmat Abidin, A., & Abidin, M. (2021). Urgensi Komunikasi Model Stimulus Organism Response (S-O-R) Dalam Meningkatkan Kualitas Pembelajaran. Al-Iltizam: Jurnal Pendidikan Agama Islam, 6(2), 74. https://doi.org/10.33477/alt.v6i2.2525

Rahmat, Z. (2022). Marketing Public Relations (MPR) Sebagai Strategi Pemasaran Yang Efektif Di Tengah Pandemi Covid-19. Jurnal Pajak Dan Keuangan Negara (PKN), 4(1S), 315–325. https://doi.org/10.31092/jpkn.v4i1s.1863

Refra, M. S. (2021). Kebijakan Pemimpin Dalam Efektivitas Kerja Pegawai Pada Pt Hasjrat Abadi Kota Sorong. JIA: Jurnal Ilmiah Administrasi, 9(2), 84–89. https://doi.org/10.55678/jia.v9i2.480

Rosalina, L., & Anshori, M. S. (2023). Analisis Aktivitas Media Relation Dalam Model Public Relations (Studi Kasus Pada Biro Humas Universitas Teknologi Sumbawa). Harmoni: Jurnal Ilmu Komunikasi dan Sosial, 1(3), 113–128.

Samsiah, S. N., Perbawasari, S., & Anisa, R. (2023). Pull Strategy Marketing Public Relations PT Gramedia Asri Media dalam Menarik Perhatian Publik terhadap Produk Pull Strategy Marketing Public Relations PT Gramedia Asri Media dalam Menarik Perhatian Publik terha. Jurnal Administrasi Bisnis Terapan (JABT), 6(1). https://doi.org/10.7454/jabt.v6i1.1082

Seitel, F. P. (2016). Praktik public relations. Penerbit Erlangga.

Sudarto, S. (2020). Budaya Akademik Islami di Universitas Islam Sultan Agung Semarang dalam perspektif islamisasi ilmu. Ta’dibuna: Jurnal Pendidikan Islam, 9(2), 267–282. https://doi.org/10.32832/tadibuna.v9i2.3526

Tulis, C., & Wijaya, L. S. (2019). Strategi marketing public relations dalam meningkatkan jumlah kunjungan wisatawan program studi public relations. Jurnal Komunikasi Hasil Pemikiran Dan Penelitian, 107–117. https://doi.org/10.10358/jk.v5i1.586

Widuhung, S. M. (2021). Strategi marketing public relations Petromindo Group di era pandemi Covid-19. Jurnal Public Relations, 2(1), 1–7. https://doi.org/10.31294/jpr.v2i1.308

Wiwitan, T., & Yulianita, N. (2017). Strategi marketing public relations perguruan tinggi Islam swasta: Peluang dan tantangan di era MEA. Mediator: Jurnal Komunikasi, 10(1), 1–10. https://doi.org/10.29313/mediator.v10i1.2672

Zabir, M. (2018). Kebijakan pimpinan dalam memotivasi kerja pegawai Baitul Mal Aceh. Al-Idarah: Jurnal Manajemen dan Administrasi Islam, 2(1), 93. https://doi.org/10.22373/al-idarah.v2i1.3396




DOI: https://dx.doi.org/10.30659/jamr.6.2.139-149

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Fikri Shofin Mubarok, Trimanah Trimanah, Olivia Fachrunnisa

Journal of Advanced Multidisciplinary Research (JAMR) is published by Research and Community Service Department (LPPM) Universitas Islam Sultan Agung Semarang, Indonesia.

Address: Jl. Kaligawe Raya Km. 4 Semarang, Indonesia.