Komunikasi Pemasaran Digital Universitas Islam Bandung dalam Menarik Minat Calon Mahasiswa Generasi Z - Khalifia Rahma Nidya; Tresna Wiwitan; Rita Gani (UPT Publikasi Ilmiah Unisba, 2026)
Abstrak. Perubahan perilaku calon mahasiswa pada era digital mendorong perguruan tinggi menyesuaikan komunikasi pemasaran dengan karakteristik Generasi Z. Penelitian ini bertujuan mendeskripsikan implementasi komunikasi pemasaran digital Universitas Islam Bandung dalam menarik minat calon mahasiswa Generasi Z berdasarkan perspektif pengelola. Penelitian menggunakan pendekatan kualitatif dengan paradigma interpretif dan desain studi kasus. Data diperoleh melalui wawancara mendalam dengan empat informan pengelola komunikasi pemasaran digital dan mahasiswa untuk memperkaya analisis, serta didukung dokumentasi media sosial, website resmi, dan materi komunikasi digital. Analisis data mengacu pada model Miles, Huberman, dan Saldaña. Hasil penelitian menunjukkan bahwa komunikasi pemasaran digital diimplementasikan secara terintegrasi melalui media sosial, konten digital, website resmi, iklan digital, dan interaktivitas digital. Kelima aspek tersebut saling melengkapi dalam membangun perhatian, menyediakan informasi, memperluas jangkauan, dan menciptakan komunikasi dua arah dengan calon mahasiswa. Temuan penelitian menegaskan bahwa integrasi berbagai kanal komunikasi digital menjadi faktor penting dalam memenuhi kebutuhan informasi serta karakteristik Generasi Z. Abstract. The changing behavior of prospective students in the digital era has encouraged higher education institutions to adapt their digital marketing communication to the characteristics of Generation Z. This study aims to describe the implementation of digital marketing communication at Universitas Islam Bandung in attracting prospective Generation Z students from the perspective of communication managers. The study employed a qualitative approach with an interpretive paradigm and a case study design. Data were collected through in-depth interviews with four informants, managers of digital marketing communications and students, to enrich the analysis, and were supported by documentation from social media, the official website, and digital communication materials. Data were analyzed using the Miles, Huberman, and Saldaña model. The findings indicate that digital marketing communication is implemented through the integrated use of social media, digital content, the official website, digital advertising, and digital interactivity. These communication channels complement one another in attracting attention, providing information, expanding communication reach, and facilitating two-way communication with prospective students. The findings highlight that integrating digital communication channels is essential to meeting the information needs and characteristics of Generation Z.