The Potential of Promotional Media as A Marketing Instrument for Open and Distance Higher Education: A Segmentation Study

Rahmat Budiman; Gunawan Wiradharma; Meirani Harsasi; Kurnia Endah Riana; Yasir Riady

doi:10.31851/jmksp.v8i1.12708

Authors

Rahmat Budiman Universitas Terbuka
Gunawan Wiradharma Universitas Terbuka
Meirani Harsasi Universitas Terbuka
Kurnia Endah Riana Universitas Terbuka
Yasir Riady Universitas Terbuka

DOI:

https://doi.org/10.31851/jmksp.v8i1.12708

Keywords:

Marketing Instrument, Open and Distance Higher Education, Segmentation, Promotional Media

Abstract

This research identifies market segments among university students based on media promotion usage. It examines the impact of media promotions on the choice of programs and institutions of open and distance university institutions. This study used a quantitative methodology, and the population studied consisted of all currently enrolled Universitas Terbuka students throughout Indonesia, with a total sample of 2,250 people. In this research, market segmentation has been carried out using the cluster method, which includes demographic, geographic, psychographic, and behavioral segments. The demographic segment that is assessed age and gender of students, recent graduates, and income; The geographic segment is mapped to the origin of the UT regional offices; the psychographic segment includes reasons for studying and choosing UT; and the behavioral segment from which information is first and most effective. This research implies that the results can be used as a reference in supporting higher education promotion. The Novelty of this study is that no other studies have compared the potential of promotional media as a marketing instrument for open and distance higher education.

References

Almadhoun, N. M., Dominic, P. D. D., & Woon, L. F. (2011, September). Social Media as A Promotional Tool in Higher Education in Malaysia. In 2011 National Postgraduate Conference (pp. 1-7). IEEE.

Altbach, P. G., & Knight, J. (2007). The Internationalization of Higher Education: Motivations and Realities. Journal of Studies in International Education, 11(3-4), 290-305.

April, E., Wiza, F., & Yunefri, Y. (2015). Graduate Data Analysis with Data Mining to Support Lancang Kuning University Promotion Strategy. Digital Zone: Journal of Information and Communication Technology, 6(2), 24-32.

Belawati, T. (2002). The Development of Thoughts on Open and Distance Education. Jakarta: Open University.

Betts, J. R., Ferrall, C., & Finnie, R. (2000). The Transition to Work for Canadian University Graduates: Time to First Job, 1982-1990. Analytical Studies Branch, Statistics Canada.

Constantinides, E., & Zinck Stagno, M. C. (2011). The potential of the social media as Instruments of Higher Education Marketing: A Segmentation Study. Journal of Marketing for Higher Education, 21(1), 7-24.

Darmayanti, T., Setiani, M. Y., & Oetojo, B. (2007). E-Learning in Distance Education: A Concept that Changes Learning Methods in Higher Education in Indonesia. Journal of Open and Distance Education, 8(2), 99-113.

Darojat, O., & Budiman, R. (2021, September). Lesson Learned: Reflections of Universitas Terbuka's Non-traditional Assessment Solutions. In EDEN Conference Proceedings (No. 1, pp. 283-287).

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y. (2021). Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions. International Journal of Information Management, 59, 102168.

Dworkin, J. (2005). Risk Taking as Developmentally Appropriate Experimentation for College Students. Journal of Adolescent Research, 20(2), 219-241.

Hamm, M. P., Newton, A. S., Chisholm, A., Shulhan, J., Milne, A., Sundar, P., ... & Hartling, L. (2015). Prevalence And Effect of Cyberbullying on Children and Young People: A Scoping Review of Social Media Studies. JAMA Pediatrics, 169(8), 770-777.

Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of public sector management.

Irwansyah, I. (2018). Implementation of Distance Higher Education System in Private Universities. JAS-PT (Journal of Indonesian Higher Education System Analysis), 2(1), 39-50.

Jalil, A. (1994). Distance education. Journal of Education Sciences, 1(1), 22-43.

Jasrial, J., Enceng, E., & Surapto, D. (2019). Branding Distance Higher Education towards Loyalty, Price and Popularity. JIPAGS (Journal of Indonesian Public Administration and Governance Studies), 2(1).

Kara, A., & Kaynak, E. (1997). Markets of a Single Customer: Exploiting Conceptual Developments in Market Segmentation. European Journal of Marketing.

Kotler, P., & Turner, R. E. (1997). Marketing management: Analysis, planning, implementation, and control (Vol. 9). Upper Saddle River, NJ: Prentice Hall.

Lase, D. (2019). Education in the Era of Industrial Revolution 4.0. SUNDERMANN: Scientific Journal of Theology, Education, Science, Humanities and Culture, 12(2), 28-43.

Maulidia, S., Kuswanti, E., Arisanty, M., Wiradharma, G., & Widiyanto, W. (2021). Improving the Quality and Distance Learning Ability of Open University Students. Education Science Sheet, 50(1), 99-107.

Moodie, G. (2008). From Vocational to Higher Education: An International Perspective. McGraw-Hill Education (UK).

Mulyana, A. M. A., & Ayuni, D. A. D. (2014). The Influence of Factors Shaping Open University Student Loyalty. Derivative: Journal of Management, 8(2).

Nugraheni, E., & Pangaribuan, N. (2006). Learning Styles and Learning Strategies of Distance Students: A Case in Open University. Journal of Open and Distance Education, 7(1), 68-82.

Prihandoyo, W. B. (2016). Preference for Information Communication Technology Media in Non-Basic Education Program Students UPBJJ-UT Mataram in Searching for Information. CIVICUS: Education-Research-Service of Pancasila and Citizenship Education, 4(1), 63-65.

Ramadhani, R. D. (2013). Data Mining Using K-Means Clustering Algorithm to Determine the Promotion Strategy of Dian Nuswantoro University. Academia.

Rovai, A. P., & Downey, J. R. (2010). Why Some Distance Education Programs Fail While Others Succeed in a Global Environment. The Internet and Higher Education, 13(3), 141-147.

Rustiono, M. P. (2018). The Role of Distance Education Librarians in the era of Disruption: A case study at the Open University Library. Journal of Indonesian Librarians, 17(2).

Sembiring, M. G. (2018). Validating Student Satisfaction with A Blended Learning Scheme in an Open University Setting. International Journal of Mobile Learning and Organization, 12(4), 394-413.

Setyo Kuncoro, S. S., Priyanto, A., Frans, Y., & Sos, S. (2013). Analysis of UT students' perceptions of the Distance Learning Process at the Open University (a case study of FISIP UT-UPBJJ Kupang and Malang students). Jakarta: Open University.

Sudarwo, R., Umasugi, M., Hafel, M., & Simabur, L. A. (2020). Students' Satisfaction of Distance Education Services in the Island Areas (A Case Study at UPBJJ-UT Ternate). Open Journal of Economics and Business, 1(1), 1-13.

Sugiyono. (2015). Quantitative Qualitative Research Methods R&B, Bandung: Alfabeta.

Suteki, M. (2021). Public Relations Management to Improve the Image of Open and Distance Higher Education through Social Media at the Open University. Sikola Journal: Journal of Education and Learning Studies, 2(3), 184-193.

Tantri, N. R. (2018). Social Presence in Online Learning Based on Open and Distance Education Learners' Perspective. Journal of Open and Distance Education, 19(1), 19-30.

Tynan, A. C., & Drayton, J. (1987). Market Segmentation. Journal of Marketing Management, 2(3), 301-335.

Van Vught, F. A., & Westerheijden, D. F. (1994). Towards A General Model of Quality Assessment in Higher Education. Higher Education, 28(3), 355-371.

Wedel, M., & Kamakura, W. A. (2000). Market Segmentation: Conceptual and Methodological Foundations. Springer Science & Business Media.

Wiradharma, G., Ruliana, P., & Prisanto, G. F. (2021). Utilization of Online Learning Media in the Teaching and Learning Process. Expression and Perception: Journal of Communication Science, 4(2), 44-59.

Yankelovich, D., & Meer, D. (2006). Rediscovering Market Segmentation. Harvard Business Review, 84(2), 122.

Ziguras, C., & McBurnie, G. (2011). Transnational Higher Education in the Asia-Pacific Region: From Distance Education to the Branch Campus. In Higher Education in the Asia-Pacific (pp. 105-122). Springer, Dordrecht.

Zufria, I. (2018). Determination of Potential Promotion Locations for New Prospective Students of Private Universities Based on AHP (Analytical Hierarchy Process). JISTech (Journal of Islamic Science and Technology), 3(1).

Zuhairi, A. (2001). Problems and Challenges for A Mega-University in a Developing Country: A Case Study of the Open University. Journal of Open and Distance Education, 2(1), 1-20.