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Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam
Published by Institut Agama Islam Darullughah Wadda'wah Bangil Pasuruan
ISSN : 26542609     EISSN : 26542595     DOI : https://doi.org/10.38073/wasilatuna.v3i2
Core Subject : Religion, Education, Social,
Religion Languange, Linguistic, Communication & Media Social Sciences
Wasilatuna Journal of Islamic Broadcasting Communication is a journal published by the Islamic Broadcasting and Communication Studies Program Darullughah Waddawah Islamic Institute of Pasuruan This journal provides writings for practitioners and academics to develop theories empirical research and introduce new concepts in the field of Islamic broadcasting communication and dakwah in a broad perspective Contains actual issues related to Islamic Communication Islamic Broadcasting Islamic Dakwah through the media produced by academics through various literature reviews both in the form of conceptual based articles and research based articles that will be published in the form of Scientific Journals
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 11 Documents
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Search results for , issue "Vol. 8 No. 01 (2025): April" : 11 Documents clear
SMAS Harapan Utama Batam's Integrated Marketing Communication: Strategy Preference Alyssa Saqina Nabila Parmadi; Hilda Yunita Wono
Wasilatuna: Jurnal Komunikasi dan Penyiaran Islam Vol. 8 No. 01 (2025): April
Publisher : Program Studi Komunikasi dan Penyiaran Islam Fakultas Dakwah Universitas Islam Internasional Darullughah Wadda'wah Bangil Pasuruan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38073/wasilatuna.v8i01.2524

Abstract

The establishment of Senior High Schools (SMA) plays an important role in creating a quality education system and honing students' creativity. In addition, high schools also serve as a place for students to develop social skills, critical thinking, and prepare themselves to face challenges at the next level of education. The competition between public and private high schools drives the need for effective Integrated Marketing Communication (IMC) strategies to attract prospective students. With the increasing number of schools, each educational institution must be able to build strong appeal and reputation in the community. SMAS Harapan Utama Batam has implemented IMC such as advertising, digital marketing, sales promotion, and direct marketing. Advertising is used to increase public awareness of the school through various media, both print and digital. Digital marketing is increasingly being optimized in line with changing trends in information consumption, especially through social media platforms. Sales promotions such as registration fee discounts become an additional strategy to increase the interest of prospective students. Meanwhile, direct marketing allows for a more personal interaction between the school and prospective students. This study aims to evaluate the IMC used by the school with a descriptive quantitative method, using a Likert scale and surveys of 106 parents and guardians. The results show the highest preference for digital marketing through TikTok, followed by advertising, digital marketing through Instagram, sales promotion, and direct marketing. This shows that social media plays a significant role in the school's marketing strategy. These findings are expected to serve as input for SMAS Harapan Utama and similar schools to enhance marketing effectiveness and increase the number of students in the future.   Keywords: Country, Education, High School, Integrated Marketing Communication, Preference.

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