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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Filosofi: Publikasi Ilmu Komunikasi, Desain, Seni Budaya
Funny Mustikasari Elita
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Informasi Konten Sportainment TEPOK BULU’23 Pada Youtube Vindes Terhadap Sikap Viewers Imtiyaz Yasmin; Funny Mustikasari Elita; Yuliani Dewi Risanti Sunarya
Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya Vol. 1 No. 2 (2024): Mei : Filosofi : Publikasi Ilmu Komunikasi, Desain, Seni Budaya
Publisher : Asosiasi Seni Desain dan Komunikasi Visual Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/filosofi.v1i2.100

Abstract

This study aims to determine the effect of TEPOK BULU'23 sportainment content information on YouTube Vindes on viewers' attitudes. TEPOK BULU'23 sportainment content information on YouTube Vindes to shape viewers' attitudes towards badminton. The information component is divided into two, namely information valence and information weight. This research uses quantitative methods with data collection techniques, namely using questionnaires in the form of Google Forms and literature studies as research references. The population in this study was 115 and calculated using the Slovin formula, a research sample of 90 respondents was obtained. The sampling technique used in this study was simple random sampling. The analysis used in this research is descriptive analysis and inferential analysis, which is processed through the IBM SPSS Statistics application. The results of this study indicate that simultaneously TEPOK BULU'23 sportainment content information on YouTube Vindes (X) has a significant effect on the attitude of viewers (Y). Then, partial testing for the information valence sub variable (X1) has a significant effect on the viewers' attitude (Y), while the information weight sub variable (X2) has no significant effect on the viewers' attitude (Y).
MARKETING COMMUNICATION STRATEGY OF HIGHER EDUCATION INSTITUTIONS (HEIS) IN ATTRACTING PROSPECTIVE STUDENTS: A CASE STUDY IN BANDUNG, WEST JAVA Natasha Karina Djati; Funny Mustikasari Elita; Ira Mirawati
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19237548

Abstract

This study aims to analyze Higher Education Institutions (HEIs) SY’s marketing communication strategy for attracting prospective students in the 2024/2025 academic year, highlighting key insights for marketing strategies in higher education. Amid intense competition among Higher Education Institutions (HEIs) in West Java, SY demonstrated resilience by increasing digital engagement by 20% post-pandemic. This Research employs a qualitative case study approach within a post-positivist paradigm. Data were collected through in-depth interviews, observation, and documentation. Data analysis followed the Miles and Huberman model, comprising data reduction, display, and conclusion drawing. The results indicate that SY successfully implemented a concentrated STP (Segmentation, Targeting, Positioning) model by shifting the institutional positioning from a mere 'degree provider' to 'career certainty' through international work-study programs. The integration of social media (Instagram, TikTok, and Facebook) as a persuasion engine proved effective in reaching Generation Z. At the same time, a hybrid management system involving professional creative vendors enhanced the visual quality of content. The study concludes that while digital strategies are highly effective at building awareness, final enrollment decisions remain deeply influenced by social validation and tangible alumni success stories, offering valuable insights for higher education marketing strategies.
Co-Authors Imtiyaz Yasmin Ira Mirawati Natasha Karina Djati Yuliani Dewi Risanti Sunarya