Analisis Strategi Digital Marketing dalam Meningkatkan Jumlah Mahasiswa pada Sekolah Tinggi Ilmu Manajemen Sukma

Abstract

This study aims to analyze the most effective digital marketing strategies in increasing the number of new students at the Sukma Medan School of Management. The approach used is a descriptive qualitative research method with SWOT, EFAS, and IFAS matrix analysis to identify strengths, weaknesses, opportunities, and threats that affect the implementation of digital marketing strategies. Data were collected through interviews, questionnaires, and company documents. Internal factors that support success include an experienced marketing team and interesting content, while external factors include growing social media trends and opportunities for collaboration with schools. The results of this study contain 7 priority strategies, namely improving communication strategies on WhatsApp with more attractive and interactive content designs. Evaluate and allocate marketing budgets more efficiently for campaigns that have the greatest impact. Create informative and engaging video content on TikTok and Instagram, encouraging audiences to share it. Regularly update content on the website with interesting information about campus activities. This will help attract the attention of prospective students and compete with other campuses. Holding structured digital marketing training for the marketing team is important to improve their skills. Training should cover topics such as SEO, social media, and analytics. Collaborate with schools to hold joint events, and use social media to promote the event. This will reduce costs while increasing reach.