Tri Marhaeni, Dadang Kristanto, Farah Adiba

IMPLEMENTASI BAURAN PROMOSI DI STIA MALANG

Introduction

Implementasi bauran promosi di stia malang . Analisis implementasi bauran promosi STIA Malang menghadapi persaingan universitas di Jatim. Menggunakan media konvensional & digital, studi ini mengungkap strategi menarik calon mahasiswa baru.

Abstract

This study aims to analyze the promotional mix implemented by STIA Malang in facing intense competition among universities in East Java. Using a descriptive qualitative approach, data was obtained through in-depth interviews and direct observation of campus promotional activities. STIA Malang utilizes various promotional media such as brochures, banners, billboards, radio advertisements, social media (Instagram and TikTok), as well as direct marketing via SMS and WhatsApp blasts, and school visits. The results indicate that the combination of conventional and digital media can increase campus visibility and attract prospective new students. These findings are reinforced by the application of the marketing mix theory (4Ps) and the promotional mix as a conceptual framework. This study recommends increasing the integration of digital marketing for optimal promotional effectiveness.

Review

This paper, "Implementasi Bauran Promosi di STIA Malang," addresses a highly relevant and timely topic concerning the strategic implementation of promotional mixes within the competitive landscape of higher education in East Java. The study's aim to analyze STIA Malang's specific approach to attracting students is pertinent, particularly given the increasing intensity of competition among universities. Employing a descriptive qualitative methodology, with data obtained through in-depth interviews and direct observation, the research offers a practical, grounded understanding of real-world promotional strategies in a specific institutional context. The research effectively identifies and details a comprehensive range of promotional channels utilized by STIA Malang. These include a strategic blend of traditional media such as brochures, banners, billboards, and radio advertisements, alongside contemporary digital platforms like Instagram, TikTok, SMS, and WhatsApp blasts, complemented by direct marketing via school visits. The key finding – that a judicious combination of conventional and digital media significantly enhances campus visibility and prospective student attraction – is a valuable insight for other institutions facing similar competitive pressures. The study's theoretical grounding in the marketing mix (4Ps) and promotional mix theories provides a robust conceptual framework for these practical observations. While the study provides a solid descriptive account of the promotional efforts, its recommendation for increasing digital marketing integration highlights an area for potential future development and deeper analysis. Future research could benefit from exploring the *synergies* and *challenges* in integrating these diverse channels, perhaps including a more detailed analysis of the comparative effectiveness and return on investment (ROI) of specific digital campaigns versus traditional ones. Further qualitative or quantitative data on the specific impacts on student enrollment numbers or engagement metrics would strengthen the findings. Nevertheless, this paper offers a foundational understanding of current promotional practices at STIA Malang, providing valuable insights for both academic discussion and practical application in higher education marketing.

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