STRATEGI KOMUNIKASI UIN SUNAN GUNUNG DJATI BANDUNG DALAM PENERIMAAN MAHASISWA BARU TAHUN 2022 (STUDI FENOMENOLOGI UIN SUNAN GUNUNG DJATI BANDUNG)

Muchammad, Fadlan (2023) STRATEGI KOMUNIKASI UIN SUNAN GUNUNG DJATI BANDUNG DALAM PENERIMAAN MAHASISWA BARU TAHUN 2022 (STUDI FENOMENOLOGI UIN SUNAN GUNUNG DJATI BANDUNG). Masters thesis, UIN Prof. K.H. Saifuddin Zuhri Purwokerto.

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Abstract

Students are an inseparable component in the higher education ecosystem, forming the foundation of the provision of higher education. They are not only key constituents in the academic development of higher education, but also the main pillars in maintaining the existence of higher education itself. For this reason, every year, universities compete to attract the attention of prospective students, who have the potential to become their new students. This research takes 2022 as its focus, where UIN Sunan Gunung Djati Bandung achieved extraordinary achievements in attracting the attention of prospective students. This university has succeeded in becoming the most popular among prospective students, especially on the UM-PTKIN route, and has experienced an increase in the number of new students accepted at the State University level under the auspices of the Ministry of Religion. The research method used is qualitative with a phenomenological approach. Data was collected through observation, documentation and interviews. The research findings state that the communication strategy in accepting new students at UIN Sunan Gunung Djati Bandung involves stages starting from communication research, communication planning and goal setting, implementation of communication tactics, to communication evaluation. Research findings cover the stages of communication strategy, starting from research, planning, goal setting, tactical implementation, to communication evaluation. The New Student Admissions Committee has a target of increasing the quantity and quality of students, with risk management as an anticipatory step against potential discrepancies. Organizational analysis shows the positive reputation of UIN Sunan Gunung Djati Bandung at local and national levels, supported by national and international achievements as well as adequate resources for communication strategies. The communication strategy relies on positioning the university as a center for quality education that is relevant to the future. The communications plan lays out measurable goals, including increasing the number and quality of registrants. Communication tactics, especially through social media, have proven to be successful with interesting content and in line with the interests of generation Z. Question and answer sessions on social media have proven responsive to prospective students' questions. Continuous evaluation using metrics such as the number of new registrants and level of engagement on social media, is expected to identify areas of improvement and adjustments to support more effective student admissions strategies in the future. Keywords: students, tertiary institutions, new student admissions, communication strategies, UIN Sunan Gunung Djati Bandung

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