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Metode Multifactor Evaluation Process Untuk Menentukan Strategi Promosi Univesitas Islam Tazkia

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"Goal: The development of technology not only affects access to education but
also influences the marketing and communication sector, particularly in the
context of higher education promotion. In the digital era, promotion and
dissemination of information regarding new student admissions can be carried
out through online platforms such as social media, websites, and digital
applications, enabling prospective students to access the information more
effectively. With the right strategy, promotional effectiveness increases, and
audience reach expands. The MEFP method can be used to evaluate the
effectiveness of promotional strategies implemented by a university in order to
optimize them. However, IAI Tazkia has not yet applied this method, which forms
the basis of this research.
Methode: This study applies a Mixed Methods approach combining quantitative
and qualitative methods, conducted at IAI Tazkia. The research sample consisted
of 100 students from the 2021–2024 cohorts, drawn from a total population of
443 using stratified random sampling. Data were collected through a modified
questionnaire developed by the researcher and then analyzed using the MEFP
method.
Fact/Finding: The year 2025 showed the highest effectiveness score compared
to the two previous periods. Meanwhile, the 2021–2023 period showed no
significant difference. Instagram (0.7442) received the highest score as an
information medium, followed by TikTok (0.7121). This result highlights the
success and consistency of Tazkia’s promotion team in optimizing digital media
as a massive promotional tool. Conventional media obtained relatively lower
scores but still played an important role in brand recall, namely enhancing brand
awareness passively. In this case, banners, brochures, and flyers complemented
each other, particularly in reaching the surrounding community and strategic
areas, thus still contributing positively.
Key Words: Promotion Strategy, Digital Media, MFEP, University, Marketing"

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Availability

Detail Information

Series Title

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Call Number

REF 658.8 GAN m

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101139

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Marketing
Promotion Strategy
Digital Media
MFEP
University

Specific Detail Info

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Statement of Responsibility

Rafif Ahmad Gantari

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