ANALISIS STRATEGI PROMOSI (PERIKLANAN, PERSONAL SELLING, WORD OF MOUTH DAN PUBLISITAS) TERHADAP JUMLAH PEMINATAN MAHASISWA BARU PADA MASA PANDEMI COVID-19 (Studi Kasus di UIN Antasari Banjarmasin Pada Fakultas Tarbiyah dan Keguruan)

Wardhani, Nurrizky Novita (2022) ANALISIS STRATEGI PROMOSI (PERIKLANAN, PERSONAL SELLING, WORD OF MOUTH DAN PUBLISITAS) TERHADAP JUMLAH PEMINATAN MAHASISWA BARU PADA MASA PANDEMI COVID-19 (Studi Kasus di UIN Antasari Banjarmasin Pada Fakultas Tarbiyah dan Keguruan). Masters thesis, Universitas Islam Kalimantan MAB.

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Abstract

To increase the numbers of new student interests (Y) during the Covid-19 Pandemic, UIN Antasari carries out promotional strategies throughout advertising (X1), personal selling (X2), word of mouth (X3) and publicity (X4). The research is using quantitative reseach to analyze, whether or not the variables (X1, X2, X3, X4) has a significant impact on the variable (Y) as the main information of the study. The population in the research are new students who have re-registered on the SPAN-PTKIN Path, Faculty of Tarbiyah and Mentorship as many as 124 people. Sampling as many as 95 people (based on the Solvin formula), 26.32% men and 73.68% women. Data were collected by observation, interviews, questionnaires and documentation studies, then the data were analyzed using data triangulation techniques and hypothesis testing techniques (partial T and F simultaneous), analysis of the coefficient of determination (R²), multiple linear regression analysis and effective contribution (SE) and relative contribution (SR) of Multiple Regression. The results of the study are:1). To increase the interest of new students during the Covid-19 period, UIN Antasari used promotional strategies through advertising (brochures and banners), personal selling through (socialization online), word of mouth (involving the PMB team, employees, students and alumni from UIN Antasari) and publicity (by doing activities or events such as: Webinars, graduations, book reviews, charity activities, collaborative relationships and others by offline or online event);2). Partially, word of mouth (X3) has the most significant effect (48.3%), while publicity (X4) has none or the least significant effect (-1.1%). For variables (X1, X2, X3, X4) simultaneously significant effect (66.1%) on the dependent Y variable; 3). Another strategy implemented by UIN Antasari is to build university branding (accreditation, service quality through information systems, university identity, Career Centers, university participation in national and international conferences/webinars, scholarship programs, special/excellent programs and others. Dalam upaya meningkatkan jumlah peminatan mahasiswa baru (Y) pada masa Pandemi Covid-19, UIN Antasari melakukan strategi promosi melalui periklanan (X1), personal selling (X2), word of mouth (X3) dan publisitas (X4). Jenis penelitian yang digunakan adalah penelitian kuantitatif untuk menganalisis ada tidaknya serta besarnya pengaruh signifikansi dari variabel (X1, X2, X3, X4) terhadap variabel (Y) sebagai informasi utama dari penelitian. Populasi pada penelitian yaitu mahasiswa baru telah daftar ulang pada Jalur SPAN-PTKIN Fakultas Tarbiyah dan Keguruan sebanyak 124 orang. Dengan sampel sebanyak 95 orang (berdasar Rumus Solvin), laki-laki 26,32% dan perempuan 73,68%. Data dikumpulkan dengan observasi, wawancara, kuesioner dan studi dokumentasi, selanjutnya data dianalisis dengan menggunakan teknik triangulasi data dan tehnik uji hipotesis (T parsial dan F simultan), analisis koefisien determinasi (R2), analisis regresi linier berganda serta sumbangan efektif (SE) dan sumbangan relatif (SR) Regresi Berganda. Hasil penelitian yaitu: 1). Untuk meningkatkan peminatan mahasiswa baru pada masa Covid-19, UIN Antasari menggunakan strategi promosi melalui periklanan (brosur, spanduk dan banner), personal selling (sosialisasi online), word of mouth (melibatkan tim PMB, pegawai, mahasiswa dan alumni dari UIN Antasari) dan publisitas (kegiatan atau event seperti: Webinar, wisuda, bedah buku, kegiatan amal, hubungan kerjasama dan lainnya yang publikasikan secara offline maupun online); 2). Secara parsial Word of mouth (X3) berpengaruh paling signifikan (48,3%), sedangkan publisitas (X4) tidak berpengaruh signifikan/mempunyai pengaruh signifikan paling kecil (-1,1%). Untuk Variabel (X1, X2, X3, X4) secara simultan berpengaruh signifikan (66,1%) terhadap variabel dependen Y; 3). Strategi lain yang dilaksanakan oleh UIN Antasari adalah dengan membangun branding Universitas (akreditasi, kualitas jasa melalui sistem informasi, identitas universitas, Pusat Career Center, keikutsertaan universitas pada konfrensi/webinar nasional maupun interasional, program beasiswa, program khusus/unggulan dan lainnya.

Item Type: Thesis (Masters)
Uncontrolled Keywords: UIN Antasari, Promotion Strategy, Advertising, Personal Selling, Word Of Mouth (X3), Publicity. UIN Antasari, Strategi Promosi, Periklanan, Personal Selling, Word Of Mouth (X3), Publisitas.
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Nurrizky Novita Wardhani
Date Deposited: 18 Jan 2022 04:28
Last Modified: 18 Jan 2022 04:28
URI: http://eprints.uniska-bjm.ac.id/id/eprint/9364

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