MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM MENINGKATKAN MINAT MAHASISWA BARU DI UNIVERSITAS NAHDLATUL ULAMA YOGYAKARTA

Fitroh Dwi Nugroho, S.Pd.Si, NIM : 17204010004 (2021) MANAJEMEN PEMASARAN JASA PENDIDIKAN DALAM MENINGKATKAN MINAT MAHASISWA BARU DI UNIVERSITAS NAHDLATUL ULAMA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study was conducted to address the difficulties in attracting new students at Nahdlatul Ulama Yogyakarta University as a new university in Yogyakarta. This study examined the educational marketing management and its implementation in enhancing the interest of prospective students. This study also determined both supporting and inhibiting factors affecting the educational marketing management at Nahdatul Ulama University Yogyakarta. In this qualitative study, data were collected through interviews, documentation, and observation. The data were then inductively analyzed. The samples of this study were selected using purposive sampling and snowball sampling techniques. The marketing management of educational services at Universitas Nahdlatul Ulama is described as follows (1) The marketing management of educational services at Universitas Nahdlatul Ulama Yogyakarta employed the marketing level system through the structured network of NU from PWNU to MWCNU. (2) The marketing of educational services at Nahdlatul Ulama University Yogyakarta was carried out using an ad hoc system or temporary committee during the admission of new students. This strategy was used since no special marketing unit was formed. The marketing management of educational services was carried out in two ways; direct selling and digital marketing. (3) The supporting factor in the implementation of the marketing management at the Nahdlatul Ulama University Yogyakarta included the well-structured NU network from PWNU to MWCNU and the strong influence of Kyais (Islamic leaders) and NU Boarding Schools. Meanwhile, the inhibiting factor was related to the unavailability of a special marketing unit, resulting in limited marketing activities and no clear and well-structured long-term programs were set.

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