Artikel Ilmiah : F2C024006 a.n. ATIYA AENA RAHMA
| NIM | F2C024006 |
|---|---|
| Namamhs | ATIYA AENA RAHMA |
| Judul Artikel | STRATEGI PROMOSI PROGRAM STUDI ILMU KEAGAMAAN DI UIN RADEN MAS SAID SURAKARTA |
| Abstrak (Bhs. Indonesia) | Penelitian ini dilatarbelakangi oleh belum optimalnya promosi program Studi Ilmu Keagamaan di UIN Raden Mas Said Surakarta yang masih berorientasi pada promosi institusi secara umum. Penelitian ini bertujuan mengidentifikasi strategi promosi, hambatan dan peluang, serta menganalisis implementasinya. Penelitian menggunakan paradigma konstruktivisme dengan pendekatan deskriptif kualitatif. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman serta triangulasi sumber dan teknik. Hambatan meliputi keterbatasan anggaran, segmentasi sasaran yang belum terarah, belum terintegrasinya promosi institusi dan program studi, serta rendahnya minat masyarakat. Implementasi strategi telah memanfaatkan berbagai unsur promotion mix, tetapi belum optimal dalam keterpaduan pesan, segmentasi, dan koordinasi. Temuan ini menunjukkan perlunya strategi promosi yang lebih terintegrasi dan spesifik sesuai karakteristik masing-masing Program Studi Ilmu Keagamaan. Kata kunci: strategi promosi, promotion mix, Program Studi Ilmu Keagamaan, UIN Raden Mas Said Surakarta. |
| Abtrak (Bhs. Inggris) | This study was motivated by the suboptimal promotion of the Religious Studies Program at UIN Raden Mas Said Surakarta, which remains focused on general institutional promotion. The study aims to identify promotional strategies, barriers, and opportunities, as well as to analyze their implementation. The research employs a constructivist paradigm with a qualitative descriptive approach. Data were collected through interviews, observations, and documentation, then analyzed using the Miles and Huberman model as well as triangulation of sources and techniques. Barriers include budget constraints, undirected target segmentation, a lack of integration between institutional and study program promotion, and low public interest. The implementation of these strategies has utilized various elements of the promotion mix but has not yet been optimal in terms of message coherence, segmentation, and coordination. These findings indicate the need for more integrated and specific promotional strategies tailored to the characteristics of each Religious Studies program. Keywords: Promotional Strategies, Promotion Mix, Religious Studies programs, UIN Raden Mas Said Surakarta. |
| Kata kunci | strategi promosi, promotion mix, Program Studi Ilmu Keagamaan, UIN Raden Mas Said Surakarta |
| Pembimbing 1 | Dr. Wisnu Widjanarko, S.Sos., M.Psi |
| Pembimbing 2 | Dr. Wiwik Novianti, S.Sos., M.I.Kom |
| Pembimbing 3 | |
| Tahun | 2026 |
| Jumlah Halaman | 145 |
| Tgl. Entri | 2026-08-28 10:14:46.850224 |