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All Journal MediaTor: Jurnal Komunikasi Lembaran Ilmu Kependidikan Jurnal Komunikasi Jurnal Studi Komunikasi dan Media Jurnal Penelitian Komunikasi dan Opini Publik Jurnal Kajian Komunikasi Prosiding Seminar Nasional INDOCOMPAC KOMUNIKA WIDYAKALA JOURNAL Jurnal Komunikasi Jurnal ASPIKOM MetaCommunication; Journal Of Communication Studies Dinamisia: Jurnal Pengabdian Kepada Masyarakat JCES (Journal of Character Education Society) PROSIDING KOMUNIKASI Journal of Communication Sciences (JCoS) Semiotika: Jurnal Komunikasi JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Common Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Studi Sosial dan Politik JURNAL KOMUNIKASI DAN BISNIS Ikomik: Jurnal Ilmu Komunikasi dan Informasi
Melisa Arisanty
Universitas Pembangunan Jaya
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS

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Penggunaan Media Pemasaran Pada Mahasiswa Perguruan Tinggi Terbuka dan Jarak Jauh Di Indonesia Gunawan Wiradharma; Melisa Arisanty; Rahmat Budiman; Mario Aditya Prasetyo
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19518

Abstract

Research aim: This study aimed to determine the preferences of marketing media used by UT students according to demographic characteristics. Design/Methode/Approach: This study uses a quantitative approach with survey methods through convenience sampling with non-probability techniques. This study distributed the questionnaire link and obtained respondents from as many as 6.155 UT students in Indonesia and abroad. The results of this study are the marketing media used by UT students based on demographic characteristics, namely age, gender, region of origin, and occupation using cross-tabulation analysis. Research Finding: The formulation of the research problem is how the demographic characteristics and cross-tabulation of the use of marketing media used by UT students. Theoretical contribution/Originality: In addition, the various choices of communication media encourage audiences to use communication media to meet their needs. Before determining this strategy, UT needs to know the marketing media used by students when they search for and obtain information about the open and distance higher education system. Practitionel/Policy implication: The implication of this research is the first step in making marketing and promotion strategies and knowing the effective and efficient use of marketing media. Research limitation: Students at Universitas Terbuka have different characteristics from those at other institutions, which can be seen in demography, geography, psychography, and behavior. To increase the Gross Enrollment Rate for Higher Education, UT has a target of one million students in 2024, so a planned, effective, and efficient marketing and promotion strategy is needed, as well as on target.
Co-Authors Adi Pratama Putra Alpin Herman Saputra Anindhita, Wiratri Budi Darmawan Danar Kristiana Dewi Dede Mahmudah Emma Rachmawati Aliudin Fiani, Isma Dwi Glorya Agustiningsih Gunawan Wiradharma Gunawan Wiradharma Irmayanti, Meiselina Isma Dwi Fiani Isma Fiani Khaerul Anam Kuswanti, Eko Mario Aditya Prasetyo Nadya Aufa Paramitha Nila Kusuma Windrati Nindira Cahyani Raesita Rakhmawati Rosadi Rahmat Budiman Rahmat Budiman Rahmawati, Devie Reni Dyanasari Riady, Yasir Robiansyah, Anton Sarah Novita Diah Sri Maulidia Permatasari Vanya Kirana Vidya Fitri Ferdiansyah Widiyanto Widiyanto Widiyanto Wiradharma, Gunawan Wiratri Anindhita Yasir Riady Zaenina Shintya Zul Fahmi Zul Fahmi Zulham Adamy