Strategi Pemasaran Perguruan Tinggi Keagamaan Islam dalam Meningkatkan Jumlah Mahasiswa Baru (Studi Kasus Sekolah Tinggi Agama Islam Nahdlatul Wathan Samawa Sumbawa Besar)

Abstract

One of authentic evidence of the success of a college can be seen from the number of students, if the college has many students, it can be said that the college has been successful, as is the case with Islamic religious colleges such as Nahdlatul Wathan Samawa University. Nahdlatul Wathan Samawa Islamic College is the only Islamic religious college in Sumbawa. This research was conducted, the first was to find out how the marketing strategy of STAI Nahdlatul Wathan Samawa in increasing the number of new students, second, how was the impact of the marketing strategy of STAI Nahdlatul Wathan Samawa in increasing the number of new students, and third, what were the obstacles and solutions to the marketing strategy of STAI Nahdlatul Wathan Samawa in increasing the number of new students. The research approach used is a descriptive qualitative research with data retrieval using observation, interview and documentation techniques. The results showed that STAI Nahdlatul Wathan Samawa conducted socialization or marketing by going to schools to introduce study programs at STAI Nahdlatul Wathan Samawa, besides STAI Nahdlatul Wathan Samawa, socializing by distributing brochures, either manually or through social media by involving the New Student Admissions Committee, lecturers and students. The obstacle encountered in marketing or introducing study programs at STAI Nahdlatul Wathan as explained by the New Student Admissions Committee is the lack of interest in the Sumbawa people to study religion.