Analisis Strategi Pemasaran Politeknik Perkeretaapian Indonesia Madiun

Prasetyo, Wibie Chandra and -, Drs. Wiyadi, M.M., Ph.D. and -, Dr. Muzakar Isa, SE, MSi (2021) Analisis Strategi Pemasaran Politeknik Perkeretaapian Indonesia Madiun. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study analyzes the marketing strategy for Politeknik Perkeretaapian Indonesia (PPI/ Indonesian Railways Politechnic) of Madiun. This is a mixed methods study with sequential exploratory design. The qualitative data are the result of in-depth interviews with the Head of the Center for Land Transportation HRD, Director, Deputy Director for Academic Affairs, Deputy Director for Finance and General Affairs, and Deputy Director for Administration and Alumni Affairs resulting the internal and external factors of PPI Madiun. With the same informants, quantitative data are also obtained through pairwise comparison questionnaire to determine the position and alternative strategies for PPI Madiun. Based on IE analysis, PPI Madiun is in a hold and maintain conditions. In such a condition, based on SWOT analysis the proper strategy for PPI Madiun are; market development through increasing the intensity of online promotions and visits to schools in the Java region, product development through increased accreditation and support for lecturers who are currently studying doctoral studies, and market penetration through the use of social media influencer services and promotion to schools that have never been visited by PPI Madiun. Strategies are formulated based on the perspective of leaders and decision makers, it does not rule out other strategies when seen from the point of view of non-leaders such as alumni, active cadets, and the general public. Therefore, further research is needed to add to the repertoire of research related to marketing strategies at universities with the status of Public Service Agency.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	marketing strategy, university, government, internal factor, external factor
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Unnamed user with username p100170032
Date Deposited:	03 Mar 2021 02:37
Last Modified:	03 Mar 2021 02:37
URI:	http://eprints.ums.ac.id/id/eprint/90036

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