Lina Sinatra

ABSTRACTThe competition among private universities in this globalization era is getting much tougher. Each university tries every effort they could possibly do to achieve their set goal, which is generally a higher student intake in each academic year. This phenomenon also happens in Central Java. This study tries to investigate the potential Marketing Public Relations (MPR) strategies in private universities in Central Java along with their strategies implemented and the average increase of their students intake in one academic year. Lastly, it tries to propose an MPR modeling for increasing students' intake at private universities in Central Java. This study employs interview and literature study for data collection. The data are then analyzed qualitatively to answer the posed research questions. This study involved 8 private universities in Central Java. The result of the study shows that the Public Relations unit in each private university has carried out their function though not maximum yet. However they emphasize their strategies for promoting and image building for the institution. They have all the stages in MPR strategies; planning, implementation and evaluation. Besides, they have innovation each year as their effort to increase the students' intake. The average increase for each university is around 10 -20% each year. This study proposes an MPR model named innovative-star network with the PR unit functions as the center of the network and all related stake holders serve as the tie of the network.Keywords: Marketing Public Relation (MPR), strategies, promotion, intake.INTRODUCTION:In this globalization era, competition between private universities in Indonesia, especially in Central Java is getting tougher. Each private university tries every effort so that they can achieve their target number of students for each academic year. Therefore, they function their related department as effective as possible. In this case, is the Public Relations Unit. This units normally serves as the one who handles all the programs to maintain and enhance the institution image building as well as promotion for students' intake. Therefore the PR unit in each institution will do their best for this purpose.For the purpose of their image building and attracting prospective students, PR units generally already have some routine program to execute. This program might include any Corporate Social Responsibility (CSR) program, workshops, roadshow, promotion with media, maintaining relationship with stakeholders, etc. Those programs are normally intended either reaching the society or any specific target directly or indirectly. If the universities really plan and execute those programs well then they will usually be able to achieve their set target either enhancing institution image building in the society and target market or their students' intake.Seeing the fact that MPR strategies are very important for a university, then it is crucial for the universities to really think and plan effectively and efficiently so that they can achieve their objectives and target. This also happens to the private universities in Central Java. Therefore, the objectives of this study are to see the PR potential that could be developed in private universities and their strategies implemented. This also investigates the average increase of students' intake based on the implemented strategies. Besides, this study will try to model the MPR strategies in private universities in Central Java to increase their students' intake.LITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:In Marketing and Public Relations, a New Marketing Model which relies on marketing with C-W-V models that is Consultative, Win-Win and Value Added. …

ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not only a way of actualizing their existence in the society but also has hidden message whether it is directly or indirectly communicated. This study aims to find out what things should be taken into account when Higher Education wants to implement CSR. This involves 7 Higher Education and 7 High schools. The data are collected through interview using open-ended questions. The data is then analyzed to answer the research question. Finally, there two rules that should be done by Higher Education to create an effective CSR program. They are "Listen and Respond" and "Sustainability". By having implemented those two rules, it is expected that it could give a positive impact towards the intake in Higher Education.Keywords: CSR program , Intake , Higher Education.INTRODUCTION:Nowadays, there are more and more programs designed by Higher Educations that are aimed to serve towards community. One of those programs is Corporate Social Responsibility (CSR here after). Generally, those Higher Educations set their Corporate Social Responsibility program based on the idea that it is what the society needs and expects from them. It is also a way of contributing towards the development of society either directly or indirectly.Underlying those programs are also the demand towards the Higher Education to have real contribution in solving any social problem in the society for creating sustainable future. CSR programs have been implemented by ten (10) big universities in the world (Nejati, Shafaei, & Salamzadeh , 2011). They maintain that all the universities involved in their study have implemented CSR in various field and scopes. They consider CSR as a way of proving their credibility amidst the society. Besides, it is a way of branding and imaging for their institution. It is clear that the role of Higher Education has been revolutionized from an institution that solely serves academic life into an institution that is susceptible towards the existence and the conditions of their society and environment.Along with the evolution of those roles, CSR program is very important towards the existence of a higher education institution. It is also a way of gaining good reputation in the society (Dahan & Senol, 2012). In their study Dahan and Senol (2012), they conclude that CSR program in Higher Education that successfully create good image and reputation are programs that are well internalized and fully supported by their management. Besides, CSR programs in Higher Education have double advantages, it gives useful value to the society through the contribution given and on the other side the Higher Education imaging is built indirectly.Not only having role to create good image and reputation of higher Education, CSR programs of Higher Education is also a way of competing with their competitor. This shows where Higher Education's platform resides. It means that implicitly the CSR programs contains in which direction the institution is led, such as whether the institution will only serve academically or the one that contribute to the development of the society (Topal, 2009)Having seen the importance of CSR programs in Higher Education, it could not be separated from Public Relations. These two things are closely related meaning that CSR programs are part of Public Relations done at Higher Education used to strengthen its position and existence in the society. This will of course impact toward the image of the Higher Education. These programs will also build a strong relation between Higher Education and its stakeholders, including the society. (Goodwin and Bartlett, 2008).Seeing the important role of CSR programs in Higher Education, this study aims to see what things should be noticed in conducting CSR to increase intake.LITERATURE REVIEW:This section presents a review of previous studies on higher education and on the value of corporate social responsibility in terms of getting the general rule of thumbs of CSR program to increase intake in higher education. …

ABSTRACTNowadays, private universities keep trying to do their best to increase the students' intake, as the competition among them is tough. It is heightened by the condition that not only private universities but also state universities are active in promoting their program to attract prospective students. One of the strategies that private universities implement is having innovation as one of their marketing public relations strategy. This study tries to investigate the significance of innovation in Marketing Public Relations to increase students' intake in private universities. This study involves 6 private universities in Central Java. They have implement marketing public relations strategies with innovation in it. The data were obtained from interviewing the public relations personals in those private universities. The interview used open-ended questions to explore a more thorough answer. The result of the study shows that innovation does have significance in increasing students intake in private universities. The increase of the intake they have achieve so far with the innovation they have implemented is from 5% - 20% depending on the situation and condition of each university.Keywords: Marketing Public Relations, strategy, innovation, intake, promotion, private university.INTRODUCTION:Nowadays, most private universities try to compete with other private universities in order to gain as many students as possible. Based on the research done by Sinatra and Krismiyati ( 2013) , it is stated that most private universities have applied their marketing public relations strategies in their promotion program. In most of their program they should have new innovations to attract new students to register in their universities.The marketing public relations strategies that they have already done is having good relations with the high school students, media, parents, counseling teachers, society and also with the study programs. Besides having this relationship with the stakeholders, each private university should have a new innovation to attract the high school students to register in their universities.Seeing the fact that MPR strategies with new innovation is really important for a university, then it is crucial for the universities to really think and plan effectively and efficiently of what kind of innovation that they will use for achieving their objectives and target. Therefore the objectives of this study are to see whether there is any significance of innovation in Marketing Public Relations program done by private universities in Central Java in order to increase their students' intakeLITERATURE REVIEW:This section will present a study literature done in this study that covers the previous study carried out in this field and some theoretical background serving as the theory basis of this study.THE CONCEPT OF MARKETING PUBLIC RELATIONS:According to Harris ( 1993: 8), there are many signs that marketing public relations has come of age :a. Public Relations has become a big and profitable business. It means that most of the companies acquired major PR firms not only to offer broader communication services to clients and gain greater access to client top management, but also because PR offers them greater proportionate profit potential.b. Marketing public relations is the largest and fastest growing segment of a fast growing industry.c. Companies have recognized the growing importance of marketing public relations with bigger budgets and fatter paychecks.d. Public relations is getting increasing interest in the marketing and business mediae. The academic community is showing greater interest in public relations.From those points above, it shows that public relations are really needed in all aspects. Besides that knowing about marketing public relations strategies is really useful for gaining the image of the companies / institutions. …

The COVID-19 pandemic has caused schools to migrate towards digital for the delivery of information in order to support the teaching process. SMP Negeri 4 Surakarta has problems in managing digital media so the management of school information systems still overlaps in its distribution. This causes the dissemination of information to be not simultaneous and not centered on one door. The problems are often around the unclear information due to message distortion in the communication coding process which causes the message to be not well received by the audience. This study aims to design and manage a multimedia-based public relations strategy to be applied in SMP Negeri 4 Surakarta which will later be useful in managing information media used by schools. This study uses a qualitative descriptive approach with a case study model. The data was gathered through field observations, structured interviews, and documentation. The results of the study show that SMP Negeri 4 Surakarta needs a...

The service quality is a form of consumer assessment towards the service provided by the company. Grand Wahid’s service quality can be practically said succsessful from any comments provided by its customers eventhough sometimes there are bad comments from consumers regarding services provided Grand Wahid. This success can be influenced by the employees as well as the marketing communications strategy used by the organization. Marketing communications strategy has a very important role in the business world because it has a position as an intermediary between producers and consumers and also it can maintain the viability of the company. The purpose of this research is to know how the marketing communication strategy undertaken Grand Wahid Hotel Salatiga in improving customer services is. This study used a qualitative research method with a descriptive approach, by using interviews and observations for getting the data. From the research, it shows that the Grand Wahid Hotel Salatiga ...

Salatiga merupakan salah satu kota di Jawa Tengah yang juga menujukkan kenaikan dalam jumlah kasus Covid-19. Oleh karena itu, Public Relations atau biasanya disebut juga Humas  pemerintah Kota Salatiga merancang suatu strategi untuk mengurangi penyebaran Covid 19 di Salatiga dengan melaksanakan suatu strategi yaitu memberikan jarak bagi pedagang pasar pada pagi hari yang dilaksanakan mulai tanggal 27 April 2020. Pasar merupakan salah satu tujuan dari program humas, dikarenakan pasar merupakan salah satu sarang terjadinya keramaian masyarakat. Namun sayangnya, kasus positif Covid-19 di Salatiga belum menunjukkan penurunan. Penelitian ini bertujuan untuk mengetahui apa saja strategi komunikasi yang dilakukan oleh Public Relations Department Pemerintah Kota Salatiga di masa pandemic Covid-19 dan langkah-langkah strategi komunikasi yang dilakukan oleh Public Relations atau Humas Pemerintah Kota Salatiga. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kas...

The development of science and technology today and the amount of information greatly facilitates public access to information anytime and anywhere. However, during the Covid 19 pandemic, not all disseminated information was correct, and its authenticity has also been verified. For public authorities, especially the Public Relations of Salatiga City Secretariat, this is very important to prevent news development. If this fake news is spread widely, it will cause confusion, concern, misunderstanding, and even public distrust of the local government due to not providing essential and accurate information. This study will look at how the Public Relations strategy of the Salatiga City Secretariat in managing the Covid 19 hoax and knowing about the obstacles and solutions made by the Public Relations of Salatiga City Secretariat. This study uses a qualitative approach with interviews as the primary method in collecting the data. This study shows that the most dominant strategies used are...

As the population growth in Indonesia increases, the demand for food and beverage needs also increases. This causes the food and beverage sector in Indonesia to experience progress, one of which is in the wheat flour-based food industry sector, namely donuts. The purpose of this study was to determine an integrated marketing communication strategy to increase sales and brand awareness. The research method used is descriptive qualitative by conducting interviews with selected sources with purposive sampling technique, as well as field observations and documentation which will later be described in detail as the results of this study. The results of this study are that the marketing method through digital media is the method that has the most impact on increasing sales and brand awareness, but besides that, the traditional sales promotion mix is still very influential in increasing sales in companies engaged in the food and beverage sector.

The Covid 19 pandemic occurred nowadays has resulted in many employees resigning due to discomfort at work. Therefore, every company needs to carry out an employee relations program to increase employee’s loyalty, especially during this pandemic. The aim of this study is to determine the employee’s loyalty which was formed by the implementation of the employee relations program carried out by Public Relations using new media during the pandemic. Data collection is done by conducting observations, documentation, and interviews. The results of this study shows that there are five forms of employee relations programs done to increase employee’s loyalty, among others, education and training programs, outstanding work motivation programs, award programs, special event programs, and internal communication media programs. The success of those employee relations program are shown by a decrease in the percentage of employee resignation, from 40% to 20% in one year. Evidence of employee’s loy...

Program Internasional merupakan salah satu cara bagi kebanyakan universitas untuk meningkatkan citra universitas di masyarakat. Tetapi pada kenyataannya banyak mahasiswa tidak mengetahui tentang kegiatan kegiatan yang disajikan oleh biro yang menangani program internasional.  Penelitian ini ingin melihat bagaimana public relations (PR) dari Biro Kerjasama dan Hubungan Internasional (BKHI) Universitas Kristen Satya Wacana (UKSW) dalam membangun brand awareness program internasional dengan menggunakan konsep PDCA (Plan, Do, Check, Act) dan P.E.N.C.I.L.S (Publication, Event, News, Community Involvement, Inform or Image, Lobbying and Negotiation, Social Responsibility) strategy sebagai alat ukurnya. Teknik penelitian ini menggunakan penelitian deskriptif kualitatif dengan metode penelitian studi kasus. Pengumpulan data dilakukan dengan  wawancara dan observasi serta mengumpulkan dokumentasi kegiatan. Hasil dari penelitian ini menunjukkan  strategi komunikasi public relations yang dilaku...

The success of Public Relations work in Private University depends on the public relations strategy in building the relationship with the media. For knowing how effective PR strategy is in building the relationship with the media, A research has been done with 10 respondents ( 10 Private Universities in Central Java ) by using descriptive qualitative approach and direct observation. There are two relationship models that have been found from this research, they are “ Imbalanced Commensalisms Relationship “ ( for PR’s relationship with the media institution ) and “ Harmonious Mutualism Relationship “ ( for PR’s relationship with the Journalist).

Penelitian ini bertujuan untuk menganalisis proses pelaksanaan direct marketing yang dilakukan oleh Public Relation atau Biro Promosi Universitas Kristen Satya Wacana (UKSW) di beberapa SMA yang ada di Solo, Semarang dan Salatiga (Jawa Tengah) serta apakah strategi promosi melalui direct marketing yang dilakukan oleh UKSW berdampak pada peningkatan jumlah mahasiswa atau tidak. Penelitian ini menggunakan metode deskripstif kualitatif dengan teknik pengumpulan data dari hasil wawancara dan observasi di lapangan . Dari beberapa strategi yang sudah dilakukan oleh UKSW didapatkan hasil yang paling berimbas dalam peningkatan jumlah mahasiswa adalah dengan cara face to face selling ( personal selling ) khususnya yang dilakukan melalui kegiatan expo dan sosialisasi di sekolah sekolah , karena melalui strategi tersebut, Biro Promosi UKSW dapat bertemu dan berinteraksi secara langsung dengan target audien untuk menjelaskan informasi tentang UKSW. Selain itu, dalam pelaksanaan expo dan sosiali...

BTS, is the most famous Korean idol group band boy currently not only in Indonesia but also around the world. It has become the target of many big companies to cooperate with them as the Brand Ambassadors or  Influencers of their company products because of the huge benefits they can receive that eventually lead to the term "Bts Effect" . This study aims to analyze the AISAS model towards the BTS Effects as the brand ambassador/influencer. It is qualitative research which uses structured Questionnaires and observation for gaining the data. The target of this study is 25 informants as BTS lovers who have used BT21 products.  The result of this study showed that in this digital era, AISAS model is more suitable to be implemented in the marketing promotion process. By applying this model, customer motivation will increase, and this will encourage them to buy the product. Besides that, it will also create positive customer behavior towards the products

Pada saat ini, total UMKM di Indonesia mencapai 55,2 juta tetapi hanya 83.000 atau 0,15% yang memanfaatkan teknologi internet sebagai media promosi, sehingga menyebabkan pelaku UMKM kesulitan dalam pemasaran produk apalagi menembus pasar global. Kondisi ini disebabkan karena minimnya potensi bidang teknologi informasi khususnya teknologi online yang dimiliki UMKM, jumlah aplikasi website e-business yang biaya pengadaannya terjangkau oleh UMKM masih sangat kurang dan UMKM kesulitan dalam hal melakukan maintenance dan operational sebuah website karena kondisi keuangan. Penelitian ini menghasilkan suatu aplikasi Sistem Jejaring Klaster yang merupakan e-business atau e-commerce yang tepat dan mudah bagi UMKM. Model e-commerce yang dipergunakan adalah marketplace concentrator. Aplikasi bisnis bagi Klaster bertujuan supaya terjadi jejaring bisnis antar UMKM guna peningkatan daya usaha, memunculkan sentra produk, memberi ruang bisnis online bagi UMKM dan menciptakan Kelompok Usaha Bersama ...

ABSTRACTCorporate Social Responsibility is an inseparable program in Higher Education. It is not only a way of actualizing their existence in the society but also has hidden message whether it is directly or indirectly communicated. This study aims to find out what things should be taken into account when Higher Education wants to implement CSR. This involves 7 Higher Education and 7 High schools. The data are collected through interview using open-ended questions. The data is then analyzed to answer the research question. Finally, there two rules that should be done by Higher Education to create an effective CSR program. They are "Listen and Respond" and "Sustainability". By having implemented those two rules, it is expected that it could give a positive impact towards the intake in Higher Education.Keywords: CSR program , Intake , Higher Education.INTRODUCTION:Nowadays, there are more and more programs designed by Higher Educations that are aimed to serve towar...

ABSTRACTNowadays, private universities keep trying to do their best to increase the students' intake, as the competition among them is tough. It is heightened by the condition that not only private universities but also state universities are active in promoting their program to attract prospective students. One of the strategies that private universities implement is having innovation as one of their marketing public relations strategy. This study tries to investigate the significance of innovation in Marketing Public Relations to increase students' intake in private universities. This study involves 6 private universities in Central Java. They have implement marketing public relations strategies with innovation in it. The data were obtained from interviewing the public relations personals in those private universities. The interview used open-ended questions to explore a more thorough answer. The result of the study shows that innovation does have significance in increasin...

Indonesia merupakan salah satu tujuan wisata di dunia. Karena itu, pariwisata di Indonesia harus dibangun dan dikembangkan. Taman Wisata Candi (TWC) Borobudur sebagai salah satu tempat wisata dengan keindahan dan kemegahannya, menjadi daya tarik untuk semua orang. Tujuan dari penelitian ini adalah untuk mengetahui apakah aktivitas public relations yang dilakukan selama ini dapat meningkatkan citra di Taman Wisata Candi Borobudur atau belum. Penelitian ini menggunakan metode penelitian deskriptif kualitatif. Data dikumpulkan melalui wawancara dan observasi. Target dari penelitian ini adalah pengunjung dan humas TWC. Hasil dari penelitian ini menunjukkan bahwa kegiatan internal yang dilakukan oleh public relations Taman Wisata Candi Borobudur seperti employee relations, darmawisata, majalah internal, kontak pribadi, olahraga membuat karyawan merasa dihargai dan diperhatikan oleh institusi, sehingga secara tidak langsung menciptakan sense of belonging (rasa memiliki) dari karyawan terh...

Program Internship merupakan kegiatan yang dibuat bagi mahasiswa untuk menerapkan ilmunya serta mendapatkan pengalaman kerja di dunia nyata. Program internship dapat diterapkan untuk meningkatkan citra pada sebuah lembaga pendidikan. Dengan pesatnya persaingan antar lembaga pendidikan, maka setiap lembaga pendidikan berupaya mendapatkan citra positif untuk meningkatkan eksistensi, serta nilai jual kepada masyarakat. Tujuan dari penelitian ini adalah mengetahui seberapa besar pengaruh program internship dalam meningkatkan citra lembaga pendidikan yang bersangkutan, sehingga berdampak pada peningkatan jumlah mahasiswa yang melaksanakan internship di tempat terkait. Objek penelitian ini adalah melihat program internship yang dilakukan oleh Fakultas Teknologi Informasi – Universitas Kristen Satya Wacana Salatiga. Penelitian ini merupakan penelitian deskriptif kualitatif dengan teknik pengambilan data melalui observasi, wawancara mendalam dan wawancara sistematik. Hasil penelitian ini me...

The Implementation of ICT can improve competitive advantage of SWCU. Assessment of the ICT performance has not been done periodically, but only based on complaints from other units. This study will evaluate ICT implementation in SWCU using IT Balanced Scorecard. The purpose of this study is to look at ICT application in SWCU from the user's perspective and provide recommendations for the improvement in ICT management for the process of the services towards stakeholders and also recommend the implementation of improvement process of e-learning, so it can reduce problems in the future. Results showed that the users are satisfied using ICT and ICT application makes administration and learning process become more effective and efficient. This condition influenced level of students who withdrew and increased number of new students who enrolled. In addition, Development model of e-learning in SWCU must consider some factors, such as : participants, environment, contextual, technologic...

Abstrak Penelitian ini bertujuan untuk mengetahui program strategi komunikasi pemasaran terpadu dari “Salatiga Movement” (suatu komunitas tari modern paling terkenal di Salatiga) dalam meningkatkan brand awareness terhadap masyarakat Salatiga dengan tujuan untuk mempertahankan eksistensinya. Target sasarannya adalah anggota sekaligus pengurus “Salatiga Movement”. Penelitian ini merupakan penelitian kualitatif dengan menggunakan metode penelitian studi kasus. Untuk pengambilan data dilakukan dengan cara wawancara, observasi, dan dokumentasi. Hasil dari penelitian ini menunjukkan bahwa strategi komunikasi pemasaran yang dilakukan seperti periklanan, promosi penjualan, humas dan publisitas, penjualan personal, pemasaran langsung, serta acara dan pengalaman dapat menaikkan brand awareness merek “Salatiga Movement”. Strategi komunikasi pemasaran berlangsung dengan baik meskipun ada kendala yang muncul seperti pengetahuan masyarakat Salatiga mengenai dance masih minim dan pemasukan dana k...

Abstrak Kabupaten Kepulauan Talaud merupakan salah satu Kabupaten perbatasan di Indonesia bagian utara khususnya di Provinsi Sulawesi Utara. Sebagai daerah kepulauan, Talaud memiliki berbagai tujuan wisata yang sangat potensial menjadi leading sector dalam menggerakkan seluruh sektor lainnya dan menjadi daerah tujuan wisata unggulan di Sulawesi Utara bahkan di Indonesia. Tujuan penelitian ini adalah mengetahui strategi marketing Public Relations (MPR) yang dilakukan oleh Dinas Pariwisata dan Kebudayaan Kabupaten Kepulauan Talaud dalam meningkatkan jumlah kunjungan wisatawan tahun 2016/2017. Penelitian ini merupakan penelitian deskriptif kualitatif. Teknik pengumpulan data melalui wawancara, dokumen dan bahan statistik, serta observasi. Narasumber utama adalah Kepala Dinas dan Kepala Bagian Pariwisata dan pemasaran. Hasil penelitian menunjukkan bahwa event merupakan program utama dalam meningkatkan kunjungan wisatawan tahun 2016/2017, kendala utama publication adalah sumber daya manu...

Due to the advancement of information technology today, the city government is not only thinking about the issue of promotion, strategy, media, branding, but must have started to create an image for the external and internal environment of the government so that the stakeholders will always feel close to the city government. But unfortunately not all cities have a Public Relations (PR) that is reliable and able to make an Integrated Marketing Communication (IMC) strategy based on Information and Communication Technology (ICT) which will have a major influence in building the image of the city.  A positive city image of the city will be one of the attractions of investors and tourists, so that in the end the city will be ready to face global competition. The purpose of this research program is to describe ICT-based integrated marketing strategies from the Surakarta City Government in an effort to improve City Image and model the IMC strategy in the Surakarta City Government that is a...

Tujuan penelitian ini yaitu untuk mengetahui strategi Integrated Marketing Communication (IMC) yang digunakan oleh Biro Kerjasama dan Hubungan Internasional (BKHI) Universitas Kristen Satya Wacana (UKSW) dalam menginformasikan sekaligus mempromosikan program internasionalnya kepada mahasiswa UKSW. Penelitian ini berupa penelitian deskriptif kualitatif dengan menggunakan metode studi kasus. Data diperoleh dengan cara melakukan wawancara mendalam, observasi, dan dokumentasi. Hasil penelitian ini menyatakan bahwa segmentasi psikografis dengan melihat motivasi, gaya hidup, dan karakteristik kepribadian terhadap target sasaran dilaksanakan terlebih dahulu sebelum menentukan strategi IMC. Penggunaan kata kata “internasional”, “cultural exchange”, “higher education” dan “beasiswa” digunakan dalam mempromosikan program internasional ini, khususnya dalam pembuatan iklan, sales promotion, humas dan publisitas, personal selling, direct marketing, serta acara dan pengalaman.