STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN KUANTITAS PENERIMAAN MAHASISWA BARU DI UNIVERSITAS TEKNOLOGI SUMBAWA

Abstract

Various kinds of strategies are carried out by universities to get students as seen from
the increase in the number of students each year. With promotions that are carried out continuously,
tertiary institutions can form a good image and increase public confidence. The purpose of this study is
to analyze the conditions of existence in new student admissions and to implement a digital marketing
strategy to increase the quantity of new student admissions. the data analysis method used in this
study is the Analytical Hierarchy Process (AHP) method. The results of the study show that the first
priority is content criteria, the second is cost criteria and the third is digital advertising, digital marketing
strategies utilize online promotions from various media which are carried out on new student
admissions with a percentage of 47.8% carried out through social media such as Facebook,
Instagram, WhatsApp , and 31.0% through Search Engine Optimization (SEO) using search engine
strategy (google). For further research, it is expected to conduct digital marketing strategy research
with other criteria and alternatives, or use other methods in order to present research specifications
that are more in-depth and more applicable to new student admissions.