Journal of Applied Engineering and Technological Science (JAETS)
Vol. 5 No. 1 (2023): Journal of Applied Engineering and Technological Science (JAETS)

Social Consumer Relation Management Using Social Media as a Marketing Scheme in University

Ali Ibrahim (Universitas Sriwijaya)
Iredho Fani Reza (Universitas Islam Negeri Raden Fatah Palembang, Indonesia)
Mansyur Abdul Hamid (Department Of Management Faculty of Economics Flores University, Indonesia)
Hadiansyah Ma'sum (Politeknik LP3I, Indonesia)
Heliza Rahmania Hatta (Department of Informatics, Mulawarman University, Indonesia)
Aryo De Wibowo (Teknik Elektro, Universitas Nusa Putra, Indonesia)
Rahmat Izwan Heroza (School of Computer Science and Electronics Engineerin, University of Essex, United Kingdom)

Article Info

Publish Date
10 Dec 2023

Abstract

Social media or called as ‘socmed’ is an online media that is frequently used by humans to improve in activities, which include promoting study programs of university. Most universities require a marketing scheme to promote certain study programs by using socmed. This study aims to investigate marketing strategies of universities using social costumer relation management (SCRM) and socmed. This is a qualitative study with a narrative model design. This study included about 2000 students from universities in South Sumatra, Lampung, Bengkulu, and Bangka Belitung, Indonesia. The samples were collected by proportional random sampling approach to attain the number of informants and data were collected through online interview questionnaire. Furthermore, the data were analyzed using coding approaches (open, axial, and selective coding) and value stream analysis. The findings revealed that SCRM can be an alternative marketing scheme for universities that utilize socmed to disseminate information owing to access easiness, complete and updated information, and attractive appearance.

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Journal Info
Journal of Applied Engineering and Technological Science (JAETS)
Website

Abbrev

jaets

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Electrical & Electronics Engineering Industrial & Manufacturing Engineering

Description

Journal of Applied Engineering and Technological Science (JAETS) is published by Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI), Pekanbaru, Indonesia. It is academic, online, open access, peer reviewed international journal. It aims to publish original, theoretical and practical ...