Analisis Strategi Digital Marketing dalam Menarik Minat Calon Mahasiswa Baru pada Perguruan Tinggi X
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Abstract
Transformasi digital telah mengubah cara perguruan tinggi membangun komunikasi pemasaran dan menjangkau calon mahasiswa. Penelitian ini bertujuan menganalisis strategi digital marketing Perguruan Tinggi X dalam menarik minat calon mahasiswa melalui integrasi platform digital, strategi konten, dan interaksi dengan audiens. Penelitian menggunakan pendekatan kualitatif deskriptif dengan melibatkan enam informan yang terdiri atas seorang Marketing Coordinator, dua staf pemasaran, dan tiga mahasiswa baru tahun akademik 2026/2027. Data dikumpulkan melalui wawancara semi-terstruktur, observasi, dokumentasi, dan studi literatur, kemudian dianalisis menggunakan model Miles, Huberman, dan Saldaña melalui kondensasi data, penyajian data, serta penarikan dan verifikasi kesimpulan. Keabsahan data diperkuat melalui triangulasi sumber, triangulasi teknik, dan member checking. Hasil penelitian menunjukkan bahwa strategi digital marketing Perguruan Tinggi X dibangun melalui keterhubungan tiga elemen utama, yaitu pemilihan platform, pengelolaan konten, dan interaksi audiens. Instagram dan TikTok berfungsi sebagai kanal utama untuk membangun jangkauan dan ketertarikan, sedangkan website menjadi pusat informasi resmi. Konten yang informatif, edukatif, visual, relevan, dan konsisten dikembangkan melalui perencanaan berbasis kalender konten serta disesuaikan dengan karakteristik masing-masing platform. Interaksi melalui komentar, direct message, WhatsApp, email, webinar, dan sesi live memperkuat responsivitas komunikasi dan kepercayaan calon mahasiswa. Integrasi ketiga elemen tersebut membentuk proses yang bergerak dari awareness dan ketertarikan menuju pencarian informasi lanjutan dan keputusan pendaftaran. Temuan ini menunjukkan bahwa efektivitas pemasaran digital perguruan tinggi tidak hanya bergantung pada kehadiran di berbagai platform, tetapi pada kemampuan mengintegrasikan kanal, konten, dan interaksi dalam pengalaman komunikasi yang konsisten dan responsif.
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