STRATEGI PEMASARAN PROGRAM STUDI SENI MUSIK UNIVERSITAS TEKNOLOGI SUMBAWA DALAM MENARIK MINAT MAHASISWA

Abstract

The music industry in Indonesia has experienced significant developments over the past few years.
Sumbawa University of Technology has an important role in developing the potential of human
resources in the music industry through the Music Arts Study Program. However, the interest of
students in studying music through the Music Arts Study Program is currently quite minimal.
Therefore, this research was conducted to analyze the right marketing strategy for attracting the
interest of Music Arts Study Program students. There are two methods used in this study, namely the
first using a qualitative method with open interviews, and the second using a quantitative method,
namely existing mapping by distributing questionnaires to high school students with a total sample of
99 respondents taken using the Simple Random Sampling method. Furthermore, using the Analytical
Hierarchical Process (AHP) method with a sample of six respondents to determine the order of
priority marketing strategies The results showed that there were efforts that were not optimal in
carrying out the marketing strategy for the Music Arts Study Program, and the order of priority
strategies in determining the marketing strategy was that the first considered the profit criteria with a
weight of 0.525, the second was the risk criteria with a weight of 0.245, and the third was the capital
criteria with a weight of 0.230. The marketing strategy that must be carried out by the Music Arts
Study Program at the Sumbawa University of Technology to attract students' interest is through
alternative promotions. It is hoped that the implementation of the marketing strategy recommended in
this thesis can help the Music Arts Study Program at the Sumbawa University of Technology attract
students' interest.