Promotional Media Study as a Marketing Strategy at the University of Muhammadiyah Jember

Abstract

In the world of education, promoting education is very important, playing a role in disseminating information and influencing prospective students so that they are interested in these educational institutions. Marketing includes many activities such as persuasion, publicity, promotion, and so on. This is related to the promotion carried out by the Muhammadiyah University of Jember, namely promotions using offline and online media. Various promotional activities are carried out using various strategies with offline and online media to introduce and attract prospective students' interest in choosing Muhammadiyah Jember University as a good and good private tertiary institution for prospective students. Data collection methods used in qualitative research are interviews, questionnaires, observation, and documentation. This method is carried out to obtain data from observations made in writing to make it more relevant. In this observation stage, the researcher did it at the Integrated Implementation Unit (UPT-PMB) Muhammadiyah University of Jember. Before making observations the researcher first made an appointment with one of the informants at the UPT-PMB. This was done to adjust the schedule of informants and make it easier for researchers to collect observation data. The results of this observation indicate that of the 4 informants, the UPT-PMB conducted UPT-PMB media marketing, namely offline media and online media, with several strategies. It is suggested to the UPT-PMB Muhammadiyah Jember University pay more attention to the evaluation of the strategies that have been implemented. Because this evaluation will be the key to the success of the marketing strategy that has been implemented by UPT-PMB Muhammadiyah University of Jember. If the strategy has been running well, of course, it is worth maintaining. However, if the implemented strategy fails, another more accurate and effective strategy is needed that can be carried  out by the UPT-PMB Muhammadiyah University of Jember