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Bambang Agus Diana, Bambang Agus
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Journal : Ganaya: Jurnal Ilmu Sosial dan Humaniora

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Strategi Promosi Pengurus POKJAR Mandiri Pemalang dalam Menjaring Calon Mahasiswa Baru Universitas Terbuka di Era Society 5.0 Amud Sunarya; Dwi Putranto Riau; Isnaeni Yuliani; Indra Pratama Putra Salmon; Jayanti Armida Sari; Aji Fajar Suryo Antoro; Bambang Agus Diana
Ganaya : Jurnal Ilmu Sosial dan Humaniora Vol 6 No 4 (2023): Article in Press
Publisher : Jayapangus Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37329/ganaya.v6i4.2679

Abstract

The AIDAS promotion model (Attention, Interest, Desire, Action, Satisfaction) is a strategy carried out by the Mandiri Pemalang Open University (UT) Study Group (POKJAR) to attract new students. The purpose of this study was to analyze the promotion strategy carried out by the POKJAR Mandiri Pemalang management in recruiting new students to increase the number of UT students and what obstacles were faced by the POKJAR Mandiri Pemalang management in carrying out their promotion strategy. The research was carried out using a qualitative descriptive approach, with data collection techniques through surveys, observations, interviews, and study documentation related to the research. The data analysis technique uses interactive analysis which starts with data collection, reduction, presentation, and conclusion. The results of the research analysis showed that the Managers of the POKJAR Mandiri Pemalang Promotion Strategy who used the AIDAS model in general could be implemented it well. Aspects of attention, creating digital platforms for Instagram, Facebook, and websites as promotional media. Aspects of interest, opening a stand at Car Free Day (CFD) activities and working with schools in Pemalang Regency to carry out promotions. Aspects of desire, utilizing alumni or students to carry out socialization and promotion. The action aspect, assisting students who have limited learning tools or others. Satisfaction aspect, feeling happy and grateful to prospective students who have successfully registered at UT. The obstacles faced are the vast area of ​​Pemalang Regency so that social prom activities in schools are less accessible, limited budgets for conducting social prom, the existence of hoax news from individuals who spread skewed information about UT, there is a feeling of being underappreciated or there is no shade as a representative from UT by the management of POKJAR and SALUT.  
Co-Authors Aji Fajar Suryo Antoro Amud Sunarya Daniel Pasaribu Dina Fadiyah Dwi Putranto Riau Elisa Susanti Elisa Susanti INDRA PRATAMA PUTRA SALMON Isnaeni Yuliani Jayanti Armida Sari Jufri Yandes Nur Hayati Refita Aulina Ridho Harta, Ridho Rikki Maulana Yusup Sawitri Budi Utami Tora Akadira Yaya Mulyana Yayan Andri