Strategi Promosi Dan Representasi Perguruan Tinggi Dalam Website Institusi: Analisis Wacana Kritis
DOI:
https://doi.org/10.32534/jv.v18i3.4257Abstract
Seiring dengan meningkatnya signifikansi platform online, situs web perguruan tinggi telah menjadi alat promosi yang efektif yang memungkinkan lembaga-lembaga tersebut bersaing dalam skala lokal maupun global. Tujuan dari penelitian ini adalah untuk mengeksplorasi tren pemasaran dalam pendidikan tinggi dan memberikan wawasan tentang bagaimana universitas memanfaatkan situs web mereka untuk tujuan promosi dan representasi institusi. Studi ini menggunakan Analisis Wacana Kritis (Critical Discourse Analysis/CDA) yang mencakup fitur-fitur linguistik (teks) dan visual (gambar) pada Halaman Beranda situs web Universitas Negeri Gorontalo dan Universitas Nahdlatul Ulama Gorontalo, serta implementasi bauran pemasaran didalamnya. Berdasarkan analisis yang dilakukan, terungkap bahwa kedua universitas secara efektif menggunakan situs web institusi sebagai media promosi yang strategis dengan target tertentu. Namun demikian, kedua universitas mengadopsi strategi yang berbeda dalam mempromosikan dirinya. Wawasan yang diperoleh dari penelitian ini berkontribusi pada pemahaman yang lebih mendalam tentang bagaimana universitas secara strategis mengkomunikasikan penawaran, nilai, dan kekuatan kepada calon mahasiswa dan pemangku kepentingan lainnya. Selain itu, rekomendasi yang dihasilkan dapat secara signifikan meningkatkan efektivitas dan efisiensi strategi pemasaran perguruan tinggi, memungkinkan tercapainya target pasar yang lebih luas dan mencapai tujuan promosi universitas di era digital.
Keywords:
CDA, Pemasaran, Universitas, WebsiteReferences
Aguinis, H., Ramani, R. S., Alabduljader, N., Bailey, J. R., & Lee, J. (2019). A Pluralist Conceptualization of Scholarly Impact in Management Education: Students as Stakeholders. Academy of Management Learning & Education, 18(1), 11–42. https://doi.org/10.5465/amle.2017.0488
Alexander, O., & Ishak, Z. (2018). The influence of user interface component on university website towards student enrollment. International Journal of Engineering and Technology(UAE), 7, 55–63. https://doi.org/10.14419/ijet.v7i4.11.20688
Amey, L., Plummer, R., & Pickering, G. (2020). Website communications for campus sustainability: An analysis of Canadian universities. International Journal of Sustainability in Higher Education, 21(3), 531–556. https://doi.org/10.1108/IJSHE-04-2019-0137
Boardman, R., Mccormick, H., & Henninger, C. E. (2022). Exploring attention on a retailer’s homepage: An eye-tracking & qualitative research study. Behaviour & Information Technology, 42, 1–17. https://doi.org/10.1080/0144929X.2022.2059396
Caiazzo, L. (2013). Factual Reporting in the ‘About’ Page of British University Websites (pp. 257-274). Peter Lang AG.
Dally, D., Sinaga, O., & Mohd Saudi, M. (2021). The Impact Of 7p’s Of Marketing on The Performance of The Higher Education Institutions, Review of International Geographical Education, 11(3), 235–252. https://doi.org/10.48047/rigeo.11.3.26
Darmawan, D., & Grenier, E. (2021). Competitive Advantage and Service Marketing Mix. Journal of Social Science Studies (JOS3), 1(2), 75-80. https://doi.org/10.56348/jos3.v1i2.9
Das, S. (2021). Search Engine Optimization and Marketing: A Recipe for Success in Digital Marketing. CRC Press.
Fairclough, N. (2013). Critical Discourse Analysis: The Critical Study of Language. Routledge.
Giannoni, D. S. (2016). An Investigation of Value Claims in Academic and Corporate ‘About us’ Texts. Applied Linguistics, 39(3), 328-351. https://doi.org/10.1093/applin/amw010
Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More? International Journal of Marketing Studies, 1(1), 2-15. https://doi.org/10.5539/IJMS.V1N1P2
Gunawan, R., Aulia, S., Supeno, H., Wijanarko, A., Uwiringiyimana, J. P., & Mahayana, D. (2021). Adiksi Media Sosial dan Gadget bagi Pengguna Internet di Indonesia. Techno-Socio Ekonomika, 14(1), Article 1. https://doi.org/10.32897/techno.2021.14.1.544
Ho, Grace K. S., & Law, Rob. (2022). Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong. Journal of Hospitality & Tourism Education, 34(2), 124–136. https://doi.org/10.1080/10963758.2020.1791136
Hoang, T. V. Y., & Rojas-Lizana, I. (2015). Promotional discourse in the websites of two Australian universities: A discourse analytic approach. Cogent Education, 2(1), 1011488. https://doi.org/10.1080/2331186X.2015.1011488
Huisman, J., & Mampaey, J. (2018). Use your imagination: What UK universities want you to think of them. Oxford Review of Education, 44(4), 425–440. https://doi.org/10.1080/03054985.2017.1421154
Hung, N.-T., & Yen, K.-L. (2022). Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment. Sustainability, 14(14). https://doi.org/10.3390/su14148522
Ivy, J. (2001). Higher education institution image: Acorrespondence analysis approach. International Journal of Educational Management, 15(6), 276–282. https://doi.org/10.1108/09513540110401484
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
Jain, V., Mogaji, E., Sharma, H., & Babbili, A. S. (2022). A multi-stakeholder perspective of relationship marketing in higher education institutions. Journal of Marketing for Higher Education, 0(0), 1–19. https://doi.org/10.1080/08841241.2022.2034201
John, S., & Villiers, D. (2022). Factors affecting the success of marketing in higher education: A relationship marketing perspective. Journal of Marketing for Higher Education, 2022, 1–20. https://doi.org/10.1080/08841241.2022.2116741
Karani, A., Thanki, H., & Achuthan, S. (2021). Impact of University Website Usability on Satisfaction: A Structural Equation Modelling Approach. Management and Labour Studies, 46(2), 119–138. https://doi.org/10.1177/0258042X21989924
Khan, D. M. T. (2014). The Concept of ‘Marketing Mix’ and its Elements. International Journal of Information, Business and Management, 6(2), 95-107.
Khashab, B., Gulliver, S. R., & Ayoubi, R. M. (2020). A framework for customer relationship management strategy orientation support in higher education institutions. Journal of Strategic Marketing, 28(3), 246–265. https://doi.org/10.1080/0965254X.2018.1522363
Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2008). Principles of Marketing. Financial Times Prentice Hall.
Kusuma, C. A., & Abid, A. (2022). Developing a Digital-Based Marketing Strategy to Promote Beach Attractions in Indonesia: A Case of Botutonuo Beach in Gorontalo. European Journal of Management Issues, 30(4). https://doi.org/10.15421/192219
Lim, W. M. (2021). A marketing mix typology for integrated care: The 10 Ps. Journal of Strategic Marketing, 29(5), 453–469. https://doi.org/10.1080/0965254X.2020.1775683
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: Empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (7th Eds.). Prentice Hall.
Madu, U., & Professor, O. (2022). An Assessment of Marketing Features on Nigerian Universities’ Library Websites. Library Philosophy and Practice, 1-16. https://digitalcommons.unl.edu/libphilprac/6894.
María Cubillo, J., Sánchez, J., & Cerviño, J. (2006). International students’ decision?making process. International Journal of Educational Management, 20(2), 101–115. https://doi.org/10.1108/09513540610646091
Nuseir, M. T., & El Refae, G. A. (2022). Factors influencing the choice of studying at UAE universities: An empirical research on the adoption of educational marketing strategies. Journal of Marketing for Higher Education, 32(2), 215–237. https://doi.org/10.1080/08841241.2020.1852467
Onsardi, O., Wulandari, K., Finthariasari, M., & Yulinda, A. T. (2021). Impact Of Service Marketing On Student Decisions. JBMP (Jurnal Bisnis, Manajemen Dan Perbankan), 7(2). https://doi.org/10.21070/jbmp.v7i2.1521
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: A two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Prabowo, H., & Sriwidadi, T. (2019). The Effect of Marketing Mix toward Brand Equity at Higher Education Institutions: A Case Study in BINUS Online Learning Jakarta. Pertanika Journal Social Sciences and Humanities, 27(3), 1609-1616.
Pucciarelli, F., & Kaplan, A. (2016). Competition and strategy in higher education: Managing complexity and uncertainty. Business Horizons, 59(3), 311–320. https://doi.org/10.1016/j.bushor.2016.01.003
Riaz, W., & Tanveer, M. (2012). Marketing Mix, Not Branding. Asian Journal of Business and Management Science, 1(11), 43-52.
Samodra, J., Pahlevi, A. S., & Hermanto, Y. A. L. (2019). Pasar Desa Digital Berbasis Web Sebagai Media Promosi Bagi Umkm. Jurnal KARINOV, 2(3). https://doi.org/10.17977/um045v2i3p177-180
Siripipattanakul, S., Siripipatthanakul, S., Limna, P., & Auttawechasakoon, P. (2022). Marketing Mix (4Cs) Affecting Decision to be an Online Degree Student: A Qualitative Case Study of an Online Master’s Degree in Thailand. International Journal on Integrated Education, 5(4), 31-41
Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: Students as consumers and the value of the university experience. Studies in Higher Education, 39(1), 48–67. https://doi.org/10.1080/03075079.2011.648373
Xie, C., & Teo, P. (2020). Institutional self-promotion: A comparative study of appraisal resources used by top- and second-tier universities in China and America. Higher Education, 80(2), 353–371. https://doi.org/10.1007/s10734-019-00483-4
