STRATEGI PROMOSI UNIVERSITAS ISLAM NEGERI ALAUDDIN MAKASSAR DALAM MENINGKATKAN JUMLAH CALON MAHASISWA PASCA PERALIHAN DARI INSTITUT MENJADI UNIVERSITAS

Abstract

Abstract Promotion strategy is one of the university's efforts to increase the number of students. The research aimed to investigate the promotion strategy of “Alauddin” SIU Makassar in improving the number of the prospective students after the change from the institute to the university. The research was carried out in “Alauddin” SIU Makassar at Number 63 Jl. Sultan Alauddin Makassar (Campus I) and at Number 36 Jl. Sultan Alauddin, Samata, Sungguminasa-Gowa (Campus II). This was a qualitative descriptive research by conducting an observation, interview, and documentary study. The research data were the recording of the interview result with 3 informants, documentation and library study. The research used the data analysis technique of Daymon and Holloway. The research result indicated that in performing the promotion strategy, “Alauddin” SIU Makassar focuses the attention on the priomary steps consisting of the target audience identification, planning, budget determination, communication channel selection. The promotion mixture of “Alauddin” SIU Makassar includes the advertising activity through the printed and electronic media, also throught the leaflet, personal selling by carring out the socialization to the regencies, selling promotion by offering the scholarship to the students; public relations by founding the establishment villages; and direct marketing through the website, facebook, and twitter. The promotion strategy conducted by “Alauddin” SIU Makassar has been effective. This is proven by the increase number of the students every year.Abstrak Strategi promosi adalah salah satu usaha universitas dalam meningkatkan jumlah mahasiswanya. Penelitian ini bertujuan mengetahui strategi promosi UIN Alauddin Makassar dalam meningkatkan jumlah calon mahasiswa pasca peralihan dari Institut menjadi Universitas. Penelitian dilaksanakan di UIN Alauddin Makassar Jl. Sultan Alauddin Makassar (kampus I) dan Jl. Sultan Alauddin Samata Gowa (kampus II). Penelitian ini bersifat. Pengumpulan data dilakukan melalui observasi, wawancara dengan 3 informan, dan dokumentasi. Data dianalisis dengan menggunakan analisis data Daymon dan Holloway. Hasil penelitian menunjukkan bahwa dalam melaksanakan strategi promosi, UIN Alauddin Makassar memperlihatkan langkah-langkah pokok terdiri atas pengidentifikasian audiens sasaran, perencanaan, penentuan anggaran, dan pemilihan saluran komunikasi. Bauran promosi UIN Alauddin Makassar meliputi kegiatan periklanan melalui media cetak, media elektronik, dan leaflet, melalui personal selling (penjualan perseorangan) dengan mengadakan sosialisasi ke daerah-daerah. Promosi penjualan dilakukan dengan menawarkan beasiswa kepada mahasiswanya, hubungan masyarakat dengan membentuk desa binaan, dan pemasaran langsung melalui website, facebook dan twitter. Strategi promosi yang dilakukan UIN Alauddin Makassar sudah efektif. Hal ini terbukti dengan peningkatan jumlah mahasiswa setiap tahunnya.

Keywords

• promotional strategy
• an increase in the number of students