Promotional Strategies to Increase Admissions of Prospectus Students in University of Muhammadiyah Tangerang, Indonesia

Abstract

Competition between private universities (PTS) and state universities (PTN) in Indonesia in the fighting for new students is quite heavy. This study aims to determine the extent to which the development of promotional strategies in marketing management to improve the acceptant of new students using mixed promotion methods. Subjects in this study consist of promotion team and prospectus students of University of Muhammadiyah Tangerang. Data collected through interview, then analyzed by using data diagram which has already existed in Prospectus Student Admission (PMB) University of Muhammadiyah Tangerang. The results of the research show that the promotion strategy conducted by the University is to conduct exhibitions in schools and educational events, advertisement in the form of banners, publicity, approaches by alumni and active students. Based on the strategies, the approach by active students and alumni to the prospectus are the most influential promotion, while the advertisement, publicity, and exhibition in schools and educational events are not very influential in increasing the number of new admissions at University of Muhammadiyah Tangerang.