Dampak Experiential Marketing pada Daya Saing di Universitas Islam Balitar (UNISBA) Blitar
Abstract
Penelitian ini dilatarbelakangi oleh fenomena Perguruan Tinggi saling bersaing untuk mendapatkan mahasiswa. Untuk memenangkan persaingan dalam dunia pendidikan setiap Perguruan Tinggi harus memiliki strategi yang tepat dalam memasarkan jasanya. Dalam menentukan strategi experiential marketing perguruan tinggi memandang pelanggan sebagai sosok yang memiliki nilai emosional yaitu satu pandangan yang menekankan adanya hubungan antara perguruan tinggi dengan pelanggan karena adanya pengalaman tak terlupakan oleh pelanggan. Pengalaman yang tak terlupakan inilah yang menjadikan dasar dilakukannya pembelian ulang oleh pelanggan. Faktor yang dapat mempengaruhi strategi experiential marketing daya saing di perguruan tinggi. Pendekatan penelitiannya kualitatif. teknik pengumpulan datanya adalah angket, wawancara, observasi dan dokumentasi. Teknik analisis data yang digunakan adalah reduksi data. Hasil penelitiannya menunjukkan bahwa Daya saing mencapai 80.575% dari yang diharapkan. Hal ini secara kualitatif dapat dinyatakan baik. program studi yang ada di Perguruan Tinggi sesuai dengan kebutuhan pengguna jasa pendidikan dan memiliki pemetaan program studi yang menarik bagi pelanggan pendidikan. Dampak experiential marketing dalam meningkatkan daya saing Perguruan Tinggi UNISBA Blitar dilakukan dengan: Sense marketing, Feel marketing, Think marketing Act marketing dan Relate marketing dalam meningkatkan daya saing dilakukan dengan: adanya budaya istighosah, pengadakan wisuda secara periodik sehingga kampus bisa menyeimbangkan mahasiswa yang masuk dan keluar dengan maksimal
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