STRATEGI PEMASARAN PERGURUAN TINGGI SWASTA DI INDONESIA DALAM MENGHADAPI ERA DISRUPSI

Simbolon, Mega Ananda Gabehita (2022) STRATEGI PEMASARAN PERGURUAN TINGGI SWASTA DI INDONESIA DALAM MENGHADAPI ERA DISRUPSI. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengidentifikasi bagaimana perguruan tinggi swasta di Indonesia menerapkan strategi pemasaran dalam menghadapi era disrupsi. Penelitian ini menggunakan pendekatan kualitatif dengan analisis deskriptif, jenis data berupa data sekunder yang dikumpulkan melalui metode arsip bersumber dari publikasi berita media online. Penelitian ini mengusulkan empat perspektif strategi pemasaran ‘Four Perspective of Marketing Strategies in Private Higher Education’. Hasil yang diperoleh terdapat 200 strategi yang diterapkan perguruan tinggi swasta dalam menghadapi era disrupsi dan empat strategi teridentifikasi yaitu strategi berbasis biaya, produk, pasar dan komunitas dari. Empat strategi yang diterapkan juga teridentifikasi sebagai strategi untuk meningkatkan jumlah mahasiswa, memperluas jangkauan, memberikan dampak sosial dan menjaga citra perguruan tinggi swasta. Strategi ini memberikan wawasan pentingnya menerapkan strategi pemasaran dalam menghadapi era disrupsi. This study aims to identify how private universities in Indonesia apply marketing strategies in the face of the era of disruption. This study uses a qualitative approach with descriptive analysis. The type of data collected is secondary data in the form of archival methods sourced from online media news publications. This study proposes four marketing strategy perspectives, "Four Perspectives of Marketing Strategies in Private Higher Education." The results obtained show that there are 200 strategies implemented by private higher education in dealing with the era of disruption, and four strategies have been identified, namely cost-based, product, market, and community-based strategies. The four strategies implemented were also identified as strategies to increase the number of students, expand reach, provide social impact, and maintain the image of private universities. This strategy provides insight into the importance of implementing a marketing strategy in dealing with the era of disruption

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Ramaditya, Muhammad 0321118901 ramaditya@stei.ac.id
Uncontrolled Keywords:	Disrupsi, Indonesia, Perguruan tinggi swasta, strategi berbasis biaya, strategi berbasis produk, strategi berbasis pasar, strategi berbasis komunitas
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Mega Ananda Gabehita Simbolon
Date Deposited:	20 Apr 2022 03:47
Last Modified:	20 Apr 2022 03:47
URI:	http://repository.stei.ac.id/id/eprint/7523

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