Perancangan Strategi Pemasaran Pendidikan untuk Meningkatkan Minat Pendaftar Program Studi Teknik Industri dan Teknik Informatika dengan Metode SWOT dan QSPM

Afrizal Yusril; Yunesman Yunesman; Refdilzon Yasra

doi:10.61132/sadewa.v4i4.3067

Authors

Afrizal Yusril Universitas Ibnu Sina
Yunesman Yunesman Universitas Ibnu Sina
Refdilzon Yasra Universitas Ibnu Sina

DOI:

https://doi.org/10.61132/sadewa.v4i4.3067

Keywords:

Educational Marketing, New Student Interest, Promotional Strategy, QSPM, SWOT

Abstract

The dynamic number of applicants and prospective new students in the Industrial Engineering and Informatics Engineering Study Programs indicates the need for a more effective and targeted educational marketing strategy. This study aims to determine an appropriate educational promotion strategy to increase prospective new student interest through the integration of Strengths, Weaknesses, Opportunities, Threats (SWOT) analysis and the Quantitative Strategic Planning Matrix (QSPM). The study employed a descriptive approach, with data collected through observations, interviews, and questionnaires to identify the internal and external factors of the study programs. The results showed an Internal Factor Evaluation (IFE) score of 3.86 and an External Factor Evaluation (EFE) score of 3.91, placing the study programs in Cell I of the Internal–External Matrix, which represents a Growth and Build strategy. The SWOT analysis generated 12 alternative promotional strategies, which were subsequently prioritized using QSPM. The QSPM results indicated that the strategy of conducting effective promotional activities by utilizing digital technology obtained the highest Total Attractiveness Score (TAS) of 14.71 and was identified as the priority strategy. These findings indicate that optimizing digital-based educational marketing can serve as a strategic approach to expand promotional reach, strengthen the competitiveness of the study programs, and increase prospective student interest.

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