Strategi Promosi Pengurus POKJAR Mandiri Pemalang dalam Menjaring Calon Mahasiswa Baru Universitas Terbuka di Era Society 5.0

Authors

  • Amud Sunarya Universitas Terbuka
  • Dwi Putranto Riau Universitas Terbuka
  • Isnaeni Yuliani Universitas Terbuka
  • Indra Pratama Putra Salmon Universitas Terbuka
  • Jayanti Armida Sari Universitas Terbuka
  • Aji Fajar Suryo Antoro Universitas Terbuka
  • Bambang Agus Diana Universitas Terbuka

DOI:

https://doi.org/10.37329/ganaya.v6i4.2679

Keywords:

Promotion Strategy, POKJAR Mandiri Pemalang, Prospective New Students

Abstract

The AIDAS promotion model (Attention, Interest, Desire, Action, Satisfaction) is a strategy carried out by the Mandiri Pemalang Open University (UT) Study Group (POKJAR) to attract new students. The purpose of this study was to analyze the promotion strategy carried out by the POKJAR Mandiri Pemalang management in recruiting new students to increase the number of UT students and what obstacles were faced by the POKJAR Mandiri Pemalang management in carrying out their promotion strategy. The research was carried out using a qualitative descriptive approach, with data collection techniques through surveys, observations, interviews, and study documentation related to the research. The data analysis technique uses interactive analysis which starts with data collection, reduction, presentation, and conclusion. The results of the research analysis showed that the Managers of the POKJAR Mandiri Pemalang Promotion Strategy who used the AIDAS model in general could be implemented it well. Aspects of attention, creating digital platforms for Instagram, Facebook, and websites as promotional media. Aspects of interest, opening a stand at Car Free Day (CFD) activities and working with schools in Pemalang Regency to carry out promotions. Aspects of desire, utilizing alumni or students to carry out socialization and promotion. The action aspect, assisting students who have limited learning tools or others. Satisfaction aspect, feeling happy and grateful to prospective students who have successfully registered at UT. The obstacles faced are the vast area of ​​Pemalang Regency so that social prom activities in schools are less accessible, limited budgets for conducting social prom, the existence of hoax news from individuals who spread skewed information about UT, there is a feeling of being underappreciated or there is no shade as a representative from UT by the management of POKJAR and SALUT.

 

References

Andriani, W., Abdurrahman, & Reno Kemala Sari, P. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan Merek Dharma. Jurnal Manajemen Dan Bisnis, 2(1), 29–37.

Ardinata, R. P., Rahmat, H. K., Andres, F. S., & Waryono, W. (2022). Kepemimpinan transformasional sebagai solusi pengembangan konsep smart city menuju era society 5.0: sebuah kajian literatur [Transformational leadership as a solution for the development of the smart city concept in the society era: a literature review]. Al-Ihtiram: Multidisciplinary Journal of Counseling and Social Research, 1(1).

Aulia Afriani, Z. A. (2018). Sarana Promosi melalui Brosur dan Instagram pada Perpustakaan Sekretariat Daerah Provinsi Kalimantan Barat. Jurnal Pendidikan Dan Pembelajaran Khatulistiwa, 7(7), 1–11.

Basuki, M. A. (2009). Analisa Website Universitas Muria Kudus. Jurnal Sains, 2(2), 1–16.

Chandra, S. V., & Sari, W. P. (2022). Analisis Komunikasi Pemasaran dalam Pengembangan Brand Melalui Perspektif Teori AIDA (Studi Kasus Hotel Harper Cikarang). Kiwari, 1(2), 370.

Darmawan, D., & Gatheru, J. (2021). Understanding Impulsive Buying Behavior in Marketplace. Journal of Social Science Studies (JOS3), 1(1), 11–18.

Hakim, A. R., & Wardhana, A. (2019). Pengaruh Iklan Di Televisi Terhadap Minat Beli Produk Indomie Rasa Mie Aceh Dengan Pendekatan Aida (survei Pada Warga Kota Cimahi –Jawa Barat). EProceedings of Management, 6(3).

Harahap, W. R. (2021). Penerapan strategi promosi perpustakaan. JIPI (Jurnal Ilmu Perpustakaan Dan Informasi), 6(1), 103–116.

Irmanella, S., & Ardoni. (2013). Pembuatan Buku Pedoman Perpustakaan Sebagai Sarana Promosi di Perpustakaan Umum Gunung Bungsu. Jurnal Ilmu Informasi Perpustakaan Dan Kearsipan, 2(1), 30–639.

Jaya, I. I., Damajanti, M. N., & Cahyadi, J. (2014). Perancangan Promosi Tempat Tidur Mr Coil. Jurnal DKV Adiwarna, 1(4), 10.

Jiang, X., Chiu, D. K. W., & Chan, C. T. (2022). Application of the AIDA model in social media promotion and community engagement for small cultural organizations: A case study of the Choi Chang Sau Qin Society. Community Engagement in the Online Space. IGI Global.

Kirani, A. P., & Najicha, F. U. (2022). Pentingnya Pendidikan Kewarganegaraan sebagai Pedoman dalam Menghadapi Era Society 5.0 Mendatang. Jurnal Educatio FKIP UNMA, 8(2), 767–773.

Kotler, P., & Keller, K. L. (2009). Manajemen pemasaran edisi ketiga belas. Jakarta: Erlangga, 64.

Nadia Amelia Qurrota A’yunin. (2018). Promosi perpustakaan pusat studi sosial Asia Tenggara Universitas Gadjah Mada Yogyakarta melalui media sosial. Libria, 10(1), 48–63.

Prasetya, A., & Malik, A. (2013). Model Promosi Nonpendas melalui Reach Approach sebagai Upaya Meningkatkan Mahasiswa Baru. Widya Warta: Jurnal Ilmiah Universitas Katolik Widya Mandala Madiun, 37(2), 10.

Puspa, Y. Y., Unde, A. A., Bahriati, T., Fakultas, K., Sosial, I., & Hasanuddin, U. (2014). Mahasiswa Baru Pada Upbjj-Ut Palu Di Wilayah Propinsi Sulawesi Tengah Terbuka khususnya Unit Program Belajar. 3(4), 281–288.

Puspawati, D. P. H., & Ristanto, R. (2018). Strategi promosi digital untuk pengembangan pariwisata Kota Magelang. Jurnal Jendela Inovasi Daerah, 1(2), 1–20.

Puspitarini, D. S., & Nuraeni, R. (2019). Pemanfaatan media sosial sebagai media promosi. Jurnal Common, 3(1), 71–80.

Raharjana, D. T., & Putra, H. S. A. (2020). Penguatan SDM dalam e-Marketing untuk Promosi Desa Wisata di Kabupaten Malang. Jurnal Nasional Pariwisata, 12(2), 140–151.

Rahayu, F. (2022). Pengaruh Promosi Sosial Media Terhadap Minat Beli Pada Produk Kerajinan Di Rajapolah (Survei Pada Calon Konsumen Pusat Kerajinan Tangan Ashika Art Rajapolah Tasikmalaya). J-CEKI : Jurnal Cendekia Ilmiah, 1(6), 752–755.

Rawal, P. (2013). AIDA Marketing Communication Model: Stimulating a purchase decision in the minds of the consumers through a linear progression of steps. International Journal of Multidisciplinary Research in Social & Management Sciences, 1(1), 37–44.

Setyani, N. Z., Marliyah, L., & Satyarini, M. D. (2022). Peningkatan Penjualan Tiket Masuk Melalui Bauran Promosi di Sanggaluri Park Pada Masa Pandemi Covid-19. Journal of Economic Education and Entrepreneurship, 3(1), 1–10.

Syahputra, R. (2019). Strategi Pemasaran Dalam Alquran Tentang Promosi Penjualan. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(2), 83–88.

Wicaksono, D. A., Yulianto, H., & Susilo, B. W. (2022). Jurnal Ilmiah Manajemen , Ekonomi dan Bisnis. 1, 74–80.

Zuliyant, A. F. F. (2018). Perilaku Pengambilan Keputusan Berasuransi Unit Link Syariah Dalam Perspektif Aida (Attention, Interest, Desire, Action) Pada Panin Dai-Ichi Life Yogyakarta.

Downloads

Published

25-08-2023

How to Cite

Sunarya, A. ., Riau, D. P. ., Yuliani, I. ., Salmon, I. P. P. ., Sari, J. A., Antoro, A. F. S. ., & Diana, B. A. . (2023). Strategi Promosi Pengurus POKJAR Mandiri Pemalang dalam Menjaring Calon Mahasiswa Baru Universitas Terbuka di Era Society 5.0 . Ganaya : Jurnal Ilmu Sosial Dan Humaniora, 6(4), 866–881. https://doi.org/10.37329/ganaya.v6i4.2679

Issue

Vol. 6 No. 4 (2023)

Section

Articles

License

Copyright (c) 2023 Amud Sunarya, Dwi Putranto Riau, Isnaeni Yuliani, Indra Pratama Putra Salmon, Jayanti Armida Sari, Aji Fajar Suryo Antoro, Bambang Agus Diana (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

An author who publishes in the Ganaya : Jurnal Ilmu Sosial dan Humaniora agrees to the following terms:

  • Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal
  • Author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgement of its initial publication in this journal.
  • Author is  permitted and encouraged to post his/her  work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work (See The Effect of Open Access).

Read more about the Creative Commons Attribution-ShareAlike 4.0 Licence here: https://creativecommons.org/licenses/by-sa/4.0/.