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Analisis Content Marketing Melalui Strategi Funneling Sosial Terhadap Keputusan Calon Mahasiswa Memilih Universitas Islam Tazkia

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"This research aims to analyze the effectiveness of content marketing strategy
through social media funneling approach in influencing prospective students'
decision to choose Tazkia University. The funneling strategy consists of three main
stages, namely awareness, consideration, and conversion, each of which has
different content characteristics and communication approaches. This research
uses mixed methods, with data collection through in-depth interviews with the
marketing team and prospective students, as well as distributing online
questionnaires to respondents who have been exposed to Tazkia University's social
media content. The results showed that content at the awareness stage that is
informative and inspirational plays a major role in building positive perceptions of
the campus. The consideration stage, through interactive content such as alumni
testimonials, Q&A, and campus life content, succeeded in increasing the interest
and sense of closeness of prospective students. Meanwhile, conversion stage
content such as scholarship promotions, registration programs, and responsive
services in DM (direct message) proved effective in encouraging decision making"

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Availability

Detail Information

Series Title

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Call Number

REF 658.84 SIL a

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101189

Classification

658.84

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)

Social Media
Content Marketing
Tazkia Islamic University
Funneling Strategy
Student Decision
Digital Campaign

Specific Detail Info

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Statement of Responsibility

Salsabila Silvanah

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