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All Journal Akses : Journal of Public and Business Administration Science
Kristanto, Dadang
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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IMPLEMENTASI BAURAN PROMOSI DI STIA MALANG Marhaeni, Tri; Kristanto, Dadang; Adiba, Farah
JOURNAL AKSES STIA MALANG Vol 7 No 2 (2025): JOURNAL OF MEDICAL RECORDS AND HEALTH INFORMATION
Publisher : STIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58535/jasm.v7i2.73

Abstract

This study aims to analyze the promotional mix implemented by STIA Malang in facing intense competition among universities in East Java. Using a descriptive qualitative approach, data was obtained through in-depth interviews and direct observation of campus promotional activities. STIA Malang utilizes various promotional media such as brochures, banners, billboards, radio advertisements, social media (Instagram and TikTok), as well as direct marketing via SMS and WhatsApp blasts, and school visits. The results indicate that the combination of conventional and digital media can increase campus visibility and attract prospective new students. These findings are reinforced by the application of the marketing mix theory (4Ps) and the promotional mix as a conceptual framework. This study recommends increasing the integration of digital marketing for optimal promotional effectiveness.
Co-Authors Adiba, Farah Marhaeni, Tri