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PEMANFAATAN STRATEGI OMNICHANNEL MARKETING DI PERGURUAN TINGGI Hutabarat, Peny Meliaty; Altamira, Melisa Bunga; Adelina, Erni
Jurnal Vokasi Indonesia Vol. 9, No. 1
Publisher : UI Scholars Hub

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Abstract

Technological developments encourage changes in consumer behavior, including corporate interactions. This also affects many educational institutions, especially in higher education levels. The use of multiple channels has been increasing, and it is quite a complex challenge for higher education to provide seamless and optimal journey experiences as needed by their audiences. These developments in technology and consumer behavior drive all higher education institutions to increase their competitive advantages. The omnichannel strategy is an effective way for them to increase the competitive advantage and to reach prospective students through various platforms, with specific and personified messages. In its application, omnichannel marketing strategy is often connected to Integrated Marketing Communication Concept (IMC). Hence, the channel tools utilized in omnichannel marketing strategy are platforms intersecting with the IMC communication tools. Both study and application of omnichannel marketing in the business world have frequently appeared and developed. However, study and application of omnichannel marketing in the higher education sector, especially Indonesia, are still very limited. This descriptive study aims to describe the application of omnichannel marketing in higher education contexts, by using a descriptive methodology through literature review (range 2010 – 2020). According to the study results, the application of omnichannel marketing, as a marketing communication strategy, is able to build connections and engagement with target audiences, and also to become competitive advantages for higher education institutions in this current digital technology era. Through this study, it is desired to provide an overview and insight regarding the implementation of omnichannel marketing strategies particularly in higher education institutions.
ONLINE REAL-LIFE SITUATION QUESTIONNAIRES TO DEVELOP TOP-DOWN READING SKILL Adelina, Erni; Hutabarat, Peny Meliaty
Jurnal Vokasi Indonesia Vol. 11, No. 1
Publisher : UI Scholars Hub

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The top-down reading approach is generally applied in upper-intermediate to advanced ESL classes. The approach is thought to be too overwhelming for students who are at pre-intermediate, intermediate, or even beginner levels. Instructors may think that involving students’ background information or past knowledge in a passage topic will be burdensome for ESL students in a lower-level class. As a matter of fact, many students in any level of English class were experiencing or questioning the same issues in their routines. Separating students’ past knowledge from reading activity is impossible. This study was conducted to find out students’ past experience or prior knowledge on one issue and observe whether the reading passage might change or strengthen their ideas toward something they had in mind before the reading by filling out online pre- and post-questionnaires. The reading passage also contains follow-up questions as tools for students to measure their comprehension. The results of this study have shown that there are tendencies to alter ideas after the reading activity, based on post-activity questionnaires. In addition, performing the questions from the passage has provided information on students’ satisfying results in comprehension by calculating how many questions they answered correctly.
COMPARING THE EFFECTIVENESS OF STATIC AND DYNAMIC AUDIOVISUAL IN AN ADDITIONAL GEOGRAPHY LESSON IN ONE PATHWAY COLLEGE IN JAKARTA Adelina, Erni; Hutabarat, Peny Meliaty
Jurnal Vokasi Indonesia Vol. 11, No. 2
Publisher : UI Scholars Hub

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Students are now used to using audiovisual platforms to learn as they once were forced to adapt to this type of learning due to face-to-face lessons were impossible at that time because of the pandemic. Audiovisual learning resources came out sporadically to accommodate the needs of study at home or anywhere possible. The static audiovisual (enhanced podcast) and dynamic audiovisual (video) are two types of virtual platforms educators continuously harness to support their lesson teachings even though the face-to-face meetings have been allowed gradually. However, there are not many studies conducted to analyze whether one type is more effective in teaching comprehension to students than the other. This paper is looking to find the answer. It questions if enhanced podcast with less complexity in their content pictures can actually become more practical for students to achieve comprehensions on teaching procedural or process topics in geography even it is less attractive than its counterpart, video. The study was conducted to five ESL students in an additional or extra geography class in Jakarta International College. The findings are: students saw enhanced podcasts or static audiovisual media (less complex picture contents) are giving them better learning experience than watching full-motion videos.
MUSIC TOURISM POTENTIALS IN INDONESIA:MUSIC FESTIVALS AND THEIR ROLES IN CITY BRANDING Hutabarat, Peny Meliaty
Journal of Indonesian Tourism and Policy Studies Vol. 7, No. 1
Publisher : UI Scholars Hub

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The great potential of music tourism has not been optimized in Indonesia. Meanwhile, music tourism is increasingly becoming one of the forms of new economic growth. The growth of music festival from year to year has also made the Indonesian people, especially the younger generation, make music as one of their needs and lifestyles. The number, diversity, and popularity of music festivals in Indonesia have grown tremendously. That’s why Indonesia needs to encourage tourism potentials, one of which is the potential of music festivals that plays a role in creating city image and city branding. This study seeks to see the potential of music tourism and the role of music festivals for city branding. This research is using descriptive methodology seeks to contribute to the development of tourism in Indonesia, by exploring a special interest in tourism, namely music tourism, which is still a new formula in tourism in Indonesia. In addition, it seeks to see the best practices of music festivals in several countries that have succeeded in building the image of the city. Then the DOT-BAS-POS brand and marketing strategy can be used for the creation and development of music tourism in Indonesia. Through this research, it is hoped that the city government, community and society, the tourism sector and universities can work together in the future to encourage and drive music tourism in various tourist destinations in cities in Indonesia by combining natural beauty and music festivals.