Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Dinasti International Journal of Education Management and Social Science AJCD
Widya Nengsih
Universitas Mitra Bangsa, Indonesia
Religion Agriculture, Biological Sciences & Forestry Education

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Integration of Traditional and Digital Marketing Communication Strategies in New Student Recruitment Abdul Haris; Selamat Riadi; Widya Nengsih; Rd. Heri Solehudin; Otom Mustomi
AMCA Journal of Community Development Vol. 6 No. 1 (2026): AMCA Journal of Community Development
Publisher : AMCA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51773/ajcd.v6i1.439

Abstract

Competition among universities to attract prospective new students is now increasingly fierce, encouraging higher education institutions to adopt more comprehensive and integrated marketing communication strategies. This study aims to evaluate the effectiveness of combining conventional marketing communication strategies (such as the use of brochures, participation in educational exhibitions, and publications in print media) with digital strategies (including the use of social media, email marketing, and official websites) in increasing new student enrollment interest. This study used a mixed methods approach, with data obtained through a survey of 150 prospective students and in-depth interviews with marketing teams from five private universities. The research findings indicate that the integration of the two approaches can expand audience reach while increasing positive perceptions of the institution. Digital strategies are considered effective in creating fast and dynamic interactions, while traditional approaches continue to play a crucial role in building trust and emotional connections, particularly with prospective students' parents. The study concludes that the synergy between traditional and digital approaches can significantly enhance the effectiveness of higher education marketing campaigns.
Marketing Strategy Agility and MSME Resilience: Navigating Post-Digital Consumption Behavior Shifts for Sustainable Economic Impact Widya Nengsih; Ratnawita Ratnawita; Selfiana Selfiana
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 5 (2026): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i5.6675

Abstract

Changes in post-digitalization consumption behavior encourage Micro, Small, and Medium Enterprises (MSMEs) to adapt marketing strategies that are more flexible and responsive to market dynamics. This study aims to analyze the influence of marketing strategy agility on the resilience of MSMEs in facing shifts in digital consumer behavior and its implications for economic sustainability. This study is located on MSMEs in the culinary sector in Cirebon City, Indonesia. The research uses a quantitative approach with a survey method of 60 MSME actors who have utilized digital media in marketing activities. The data analysis technique used multiple linear regression. The results of the study show that marketing strategy agility has a positive and significant effect on the resilience of MSMEs. The ability to adapt to market trends, strategic flexibility, and digital channel optimization have been proven to improve the ability of MSMEs to maintain business performance amid changes in consumer behavior. In addition, shifts in digital consumption behavior, particularly preferences for ease of access and speed of services, are contextual factors that reinforce the relevance of adaptive marketing strategies. This research contributes to the development of marketing management studies, especially related to the role of agility in the context of MSMEs, as well as practical implications for business actors and policymakers in strengthening economic resilience based on digital transformation.
Co-Authors Abdul Haris Otom Mustomi Ratnawita Ratnawita Rd. Heri Solehudin Selamat Riadi Selfiana Selfiana