Strategi Komunikasi Pemasaran melalui Digital Marketing Institut Sains dan Teknologi Terpadu Surabaya
Abstract
Institut Sains dan Teknologi Terpadu Surabaya (ISTTS) is experiencing a decreasing trend in the number of students from the 2021/2021, 2021/2022, and 2022/2023 periods. This research uses Integrated Marketing Communication (IMC) theory, Digital Marketing, and Marketing Public Relation strategies as a basis to analyze data collected through evaluative descriptive discourse analysis of digital promotional materials used by ISTTS. Based on the results of the study, it can be concluded that the digital marketing communication strategy and public relation strategy implemented by ISTTS in their student admission activities are effective in increasing the number of student applicants and improving their institutional image. This research contributes to the development of integrated marketing communication theory and provides recommendations for other educational institutions in developing their digital marketing communication and public relation strategies.
References
Jefkins, Frank. (1998). Public Relations. Jakarta : Erlangga.
Kasali, Rhenald. (1998). Membidik Pasar Indonesia: Segmentasi, Targeting, Positioning. Jakarta: PT Pustaka Utama Grafiti.
Mulyana, D. (2007). Ilmu Komunikasi Suatu Pengantar. Bandung: PT Remaja Rosda Karya.
Patton, M. (2002). Qualitative Research and Evaluation Methods, 3rd edn. Thousand Oaks. CA: Sage.
Putra, N. (2013). Metode Penelitian Kualitatif Pendidikan. Rajawali Pers.
Smith, PR. (1999). Marketing Communications an Integrated Approach. London: Kogan Page Limited.
Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung: Alfabeta
________ (2009a). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
________ (2009b). Metodologi Penelitian. Jakarta: RajaGrafindo Persada.
Shimp, Terence. A. (2000). Periklanan Promosi: Aspek Tambahan Komunikasi Pemasaran Terpadu (5nded.). Jakarta: Erlangga.
_________________ (2000). Advertising Promotion and Supplemental Aspect of Integrated Marketing Communications. Harcourt College Publisher
Philip Kotler & Kevin Lane Keller. (2009). Marketing Management 13th Edition. Jakarta: Erlangga
Copyright (c) 2023 Translitera : Jurnal Kajian Komunikasi dan Studi Media
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Copyright on any article is retained by the author(s).
- Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
- Authors are 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 an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their 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 published work.
- The article and any associated published material is distributed under the Creative Commons Attribution-ShareAlike 4.0 International License
