Rochmah, Leny Vasidatur (2019) Exploring Digital Marketing Engagement Impact on Student Decision Making Process in Higher Education Institutions (HEIs), (Study on Public University in Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini berdasarkan pada pemasaran digital sebagai salah satu strategi pemasaran yang bisa digunakan oleh seluruh lini bisnis baik itu Swasta ataupun Publik, bahkan institusi pendidikan pun harus mengikuti trend untuk memperkenalkan dan memberikan informasi ke stakeholder dan shareholder. Tujuan dari penelitian ini, yaitu: (1) Untuk mengidentifikasi pemasaran digital di Lembaga Pendidikan Tinggi (HEIs) sebagai strategi pemasaran mereka, (2) Untuk mengeksplorasi dan memahami jenis respons siswa mengenai pengaruh saluran pemasaran digital sebagai strategi pemasaran Lembaga Pendidikan Tinggi (HEIs), (3) Untuk mengeksplorasi dan memahami dampak keterlibatan pemasaran digital pada proses pengambilan keputusan siswa di Perguruan Tinggi (HEIs) dari perspektif organisasi. Penelitian menggunakan pendekatan kualitatif. Teknik pengumpulan data melalui wawancara semi-structured, observasi dan dokumentasi. Penelitian ini melibatkan Departemen Hubungan Masyarakat setiap Institusi Pendidikan Tinggi yang mana mereka adalah pengguna utama pemasaran digital institusi dan beberapa department atau sub-departemen lain selama berhubungan dengan topic penelitian. Analisis data menggunakan model analisis Creswell, dilakukan secara induktif dan diinterpretasikan dengan kalimat yang logis dan mudah dipahami. Hasil penelitian menunjukkan bahwa keterlibatan digital marketing sebagai strategi pemasaran yang efektif dan efisien, seperti sarana promosi yang cepat dengan biaya rendah, membantu aktivitas Universitas baik membuat laporan maupun melakukan interaksi dengan mahasiswanya, hal ini karena era digital yang mendukung interaktifitas, konektifitas, dan akses. Di sisi mahasiswa keterlibatan digital marketing pada pengambilan keputusan mereka juga sangat membantu tapi perlu ditekankan bahwa digital marketing hanya sebagai data dukungan atau tambahan ketika mereka memilih pendidikan atau melakukan aktifitas di Universitas.
English Abstract
This research is based on digital marketing as one of the marketing strategies that is employed by all business lines, either Private or Public Institutions. Even educational institutions must go along with the trends to introduce and provide information to the stakeholders and shareholders. The objectives of this study are: (1) To identify digital marketing in Higher Education Institutions (HEIs) as their marketing strategies, (2) To explore and understand the type of student response regarding to the influence of digital marketing channel as marketing strategy in Higher Education Institutions (HEIs), (3) To explore and understand digital marketing involvement impact on student decision making process in Higher Education Institutions (HEIs) based on organization perspective. The research study used a qualitative approach. The data was collected by employing semi-structured interviews, observation, and documentation. This research involved the Public Relations Department of each Higher Education Institution (HEIs). This department was involved because they are the main users of institutional digital marketing. Besides, this study also involved and other departments or sub-departments which are related to the topic of this research. The data was analyzed by using Creswell's analysis model. The analysis was conducted inductively and interpreted to the logic and simple sentences The research results show that digital marketing engagement as an effective and efficient marketing strategy, such as rapid promotion low-budget tools, helps the University's activities both in making reports and interacting with their students. It is supported by its interactivity, connectivity, and access in this digital era. In the students' opinion, the involvement of digital marketing is very helpful to help them to make a decision. Yet, it needs to be emphasized that digital marketing is support or additional data when they choose education or conduct activities at the University.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/321/051906344 |
| Uncontrolled Keywords: | Digital Marketing, Digital Marketing Channels, Student Decision Making Process, Higher Education Institutions |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.872 Telemarketing and direct marketing |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 27 Oct 2020 00:48 |
| Last Modified: | 19 Oct 2021 04:08 |
| URI: | http://repository.ub.ac.id/id/eprint/171578 |
Preview |
Text
Leny Vasidatur Rochmah - Copy.pdf Download (9MB) | Preview |
Actions (login required)
 |
View Item |