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All Journal JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Journal of Social Work and Science Education
Kurnia Endah Riana
Universitas Terbuka
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Potential of Promotional Media as A Marketing Instrument for Open and Distance Higher Education: A Segmentation Study Rahmat Budiman; Gunawan Wiradharma; Meirani Harsasi; Kurnia Endah Riana; Yasir Riady
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Vol. 8 No. 1 (2023): JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan)
Publisher : Graduate Program Magister Manajemen Pendidikan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmksp.v8i1.12708

Abstract

This research identifies market segments among university students based on media promotion usage. It examines the impact of media promotions on the choice of programs and institutions of open and distance university institutions. This study used a quantitative methodology, and the population studied consisted of all currently enrolled Universitas Terbuka students throughout Indonesia, with a total sample of 2,250 people. In this research, market segmentation has been carried out using the cluster method, which includes demographic, geographic, psychographic, and behavioral segments. The demographic segment that is assessed age and gender of students, recent graduates, and income; The geographic segment is mapped to the origin of the UT regional offices; the psychographic segment includes reasons for studying and choosing UT; and the behavioral segment from which information is first and most effective. This research implies that the results can be used as a reference in supporting higher education promotion. The Novelty of this study is that no other studies have compared the potential of promotional media as a marketing instrument for open and distance higher education.
Evaluation of Socialization and Promotion Activities at Open and Distance State University Rahmat Budiman; Gunawan Wiradharma; Meirani Harsasi; Kurnia Endah Riana; Yasir Riady
Journal of Social Work and Science Education Vol. 4 No. 3 (2023): Journal of Social Work and Science Education
Publisher : Yayasan Karinosseff Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52690/jswse.v4i3.464

Abstract

Promotional activities are essential to offer special programs so it would be more valuable for the community towards the university. Promotion is one of the determining factors for the success of a marketing program in universities. This study aimed to describe how open and distance institution carries out promotional activities. Therefore, it can be seen as a promotional activity that effectively increases the number of new students. The research methodology used was descriptive qualitative. The data collection technique was carried out by in-depth interviews. This research was conducted online and offline in regional offices of Mataram, Denpasar, Malang, Bandung, Semarang, Ambon, Manado, Makassar, Jakarta, Majene, and Lampung. This study evaluated promotional activities that can be used as input for further promotional activities. Socialization and promotion activities at open and distance institution affect the increase in the number of students, and several things, such as population, presence of competitors, and condition of the community, influence addition.
Co-Authors Gunawan Wiradharma Meirani Harsasi Rahmat Budiman Yasir Riady