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STRATEGI PROMOSI DALAM MENINGKATKAN JUMLAH MAHASISWA PADA POLITEKNIK NEGERI MEDIA KREATIF MAKASSAR

KAREBA : Jurnal Ilmu Komunikasi · Vol. 3 No. 4 (2016) · pp. 256–263

ISSN
2528-2891, 2088-4117
Published
2016-06-24
Publisher
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Hasanuddin
Language
en

Abstract

Abstract Currently, the competition betwen state universities and private universities in recruiting students is getting harder. The aim of the study is to analyze is the promotion strategy with mixed mothod. The subject of the promotion team and 53 persons new student of PolyMedia Creative Polytechnic of Makassar. then analyzed with triangulasi data and regression techniques. The result of the study indicated that campaign strategy conducted by the Creative Media State Polytechnic of Makassar are Advertising, Personal Selling, Publicity, and Word of Mouth. Partially, Advertising promotion strategy is the most influential variable (34,4%), while Publicity has the least (19,3) effect. Advertising, Personal Selling, Publicity, and Word of Mouth simultaneously have significant effect (65,6%) in increasing the students number. The remaining 34,4% is influenced by other variables not examined. Inhibiting factors are insufficient funds, no humas resources from communication field of studies, and less communication among employees.Abstrak Saat ini, persaingan perguruan tinggi baik negeri (PTN) dan swasta (PTS) di Indonesia dalam memperebutkan mahasiswa cukup berat. Penelitian ini bertujuan menganalisis strategi promosi, efektifitas, dan faktor penghambat promosi dengan menggunakan metode campuran (mixed methode). Subyek dalam penelitian ini terdiri dari tim promosi dan calon mahasiswa baru Polimedia Kreatif Makassar sebanyak 53 orang. Data dikumpulkan melalui wawancara dan kuesioner, selanjutnya dianalisis dengan menggunakan teknik triangulasi data dan tehnik uji regresi. Hasil penelitian menunjukkan bahwa strategi promosi yang dilakukan oleh Politeknik Negeri Media Kreatif Makassar adalah Iklan, Personal Selling, Publisitas, dan Word of Mouth. Iklan secara parsial adalah variabel yang paling berpengaruh (34,4%) sedangkan variabel yang paling sedikit pengaruhnya adalah Publisitas (19,3%). Variabel Iklan, Personal Selling, Publisitas, dan Word of Mouth secara serempak berpengaruh signifikan terhadap peningkatan jumlah mahasiswa sebesar 65,6 % sedangkan sisanya 34,4% dipengaruhi oleh variabel lain. Faktor penghambat kegiatan promosi selama ini adalah Dana promosi yang kurang cukup, tidak dimilikinya sumber daya manusia dalam bidang ilmu komunikasi, serta komunikasi interpersonal yang kurang haromonis antar sesama pegawai.

Keywords

Collaboration network of the authors

40 authors · 66 co-authorship links · 14 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Hasanuddin University
  • Universitas Indonesia Timur
  • Institut Agama Islam Negeri Kendari
  • Universitas Ahmad Dahlan
  • University of Indonesia
  • LSPR Institute of Communication and Business
  • Universitas Sahid Jakarta
  • Other organisations
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Andi Alimuddin UndeAffiliation unknown20
Hasrullah HasrullahInstitut Agama Islam Negeri Kendari12
Tuti BahfiartiHasanuddin University6
Dwia Aries Tina PulubuhuHasanuddin University2
Hasrullah HasrullahHasanuddin University2
Fajar Dwi PutraUniversitas Ahmad Dahlan2
Jeanny Maria FatimahAffiliation unknown2
Agus Surya BaktiHasanuddin University1
Eriyanto EriyantoUniversity of Indonesia1
Ani NigeriawatiLSPR Institute of Communication and Business1
Joevi RoedyatiAffiliation unknown1
Mitha Mayestika KuenUniversitas Indonesia Timur1
St. ShofiyahUniversitas Indonesia Timur1
Fyan Andinasari KuenUniversitas Indonesia Timur1
Nurdin SibawehUniversitas Sahid Jakarta1
Muhammad HasyimAffiliation unknown1
Dwi RatnasariUniversitas Islam Negeri Alauddin Makassar1
Besse RisnayantiAffiliation unknown1
Rachmawaty DjaffarAffiliation unknown1
Muhammad Syahban SidiqAffiliation unknown1
Andi WarnaenAffiliation unknown1
La JaaliAffiliation unknown1
Febri HerawatiAffiliation unknown1
Ibrahim UmarAffiliation unknown1
Andi Nur FitriAffiliation unknown1
Eko Priyo UtomoAffiliation unknown1
Andi Vita SukmariniAffiliation unknown1
Sitti Murniati MuhtarAffiliation unknown1
Murniati MuhtarAffiliation unknown1
Muhammad Zulkifli TahirAffiliation unknown1
Nosakros AryaHasanuddin University1
Muhammad MassyatAffiliation unknown1
Citra Dano PutriAffiliation unknown1
Ahmad RustanAffiliation unknown1
Asmiati AsmiatiAffiliation unknown1
Andi Muhammad IrvanAffiliation unknown1
Muhammad Yunus AmarAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/kareba/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">STRATEGI PROMOSI DALAM MENINGKATKAN JUMLAH MAHASISWA PADA POLITEKNIK NEGERI MEDIA KREATIF MAKASSAR</dc:title>
	<dc:creator xml:lang="en">Dharmawansyah, Surya</dc:creator>
	<dc:creator xml:lang="en">Cangara, Hafied</dc:creator>
	<dc:creator xml:lang="en">Sultan, Muhammad Iqbal</dc:creator>
	<dc:subject xml:lang="en">Promotion Strategy</dc:subject>
	<dc:subject xml:lang="en">Increased students’ number</dc:subject>
	<dc:description xml:lang="en">Abstract Currently, the competition betwen state universities and private universities in recruiting students is getting harder. The aim of the study is to analyze is the promotion strategy with mixed mothod. The subject of the promotion team and 53 persons new student of PolyMedia Creative Polytechnic of Makassar. then analyzed with triangulasi data and regression techniques. The result of the study indicated that campaign strategy conducted by the Creative Media State Polytechnic of Makassar are Advertising, Personal Selling, Publicity, and Word of Mouth. Partially, Advertising promotion strategy is the most influential variable (34,4%), while Publicity has the least (19,3) effect. Advertising, Personal Selling, Publicity, and Word of Mouth simultaneously have significant effect (65,6%) in increasing the students number. The remaining 34,4% is influenced by other variables not examined. Inhibiting factors are insufficient funds, no humas resources from communication field of studies, and less communication among employees.Abstrak Saat ini, persaingan perguruan tinggi baik negeri (PTN) dan swasta (PTS) di Indonesia dalam memperebutkan mahasiswa cukup berat. Penelitian ini bertujuan menganalisis strategi promosi, efektifitas, dan faktor penghambat promosi dengan menggunakan metode campuran (mixed methode). Subyek dalam penelitian ini terdiri dari tim promosi dan calon mahasiswa baru Polimedia Kreatif Makassar sebanyak 53 orang. Data dikumpulkan melalui wawancara dan kuesioner, selanjutnya dianalisis dengan menggunakan teknik triangulasi data dan tehnik uji regresi. Hasil penelitian menunjukkan bahwa strategi promosi yang dilakukan oleh Politeknik Negeri Media Kreatif Makassar adalah Iklan, Personal Selling, Publisitas, dan Word of Mouth. Iklan secara parsial adalah variabel yang paling berpengaruh (34,4%) sedangkan variabel yang paling sedikit pengaruhnya adalah Publisitas (19,3%). Variabel Iklan, Personal Selling, Publisitas, dan Word of Mouth secara serempak berpengaruh signifikan terhadap peningkatan jumlah mahasiswa sebesar 65,6 % sedangkan sisanya 34,4% dipengaruhi oleh variabel lain. Faktor penghambat kegiatan promosi selama ini adalah Dana promosi yang kurang cukup, tidak dimilikinya sumber daya manusia dalam bidang ilmu komunikasi , serta komunikasi interpersonal yang kurang haromonis antar sesama pegawai.</dc:description>
	<dc:publisher xml:lang="en">Fakultas Ilmu Sosial dan Ilmu Politik Universitas Hasanuddin</dc:publisher>
	<dc:date>2016-06-24</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/kareba/article/view/599</dc:identifier>
	<dc:source xml:lang="en">KAREBA : Jurnal Ilmu Komunikasi; Vol.3 No.4 Oktober - Desember 2014; 256-263</dc:source>
	<dc:source>2528-2891</dc:source>
	<dc:source>2088-4117</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/kareba/article/view/599/421</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2016 KAREBA : Jurnal Ilmu Komunikasi</dc:rights>
</oai_dc:dc>