ITHB MARKETING COMMUNICATION STRATEGIES TO INCREASE HIGH SCHOOL STUDENTS INTEREST IN CHOOSING UNIVERSITY

• Main Author: BR SARAGIH (NIM: 29108047); Pembimbing: Ir. Evo S. Hariandja, MM, RINTAN
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/17031
• Institution: Institut Teknologi Bandung

The development of education in Indonesia showed a very rapid progress. In Bandung, there are three national universities namely Institute of Technology Bandung (ITB), University of Padjadjaran (UNPAD) and Universitas Pendidikan Indonesia (UPI). In contrast to national <br /> <br /> <br /> university, private university more numerous that cause many of them unfamiliar to us. Each private university offers a variety of programs and facilities that support teaching and learning process. Harapan Bangsa Institute of Technology is one of the existing private universities in the Bandung. Founded on May 17, 2002, ITHB take part in competition, especially in private university in Bandung. The purpose of this research are to determine the level of awareness and association and to determine key attributes that influence consumer behavior (which is high school students grade XII) in order choosing university, especially ITHB. Research methods used in this study is qualitative through focus group discussion, questionnaires and in depth interview with high school students grade XII. These data collection is started since November 21, 2009 until <br /> <br /> <br /> December 4, 2009. Based on what is found in the field, researcher concluded that there are several respondents <br /> <br /> <br /> who have never heard ITHB and most of them have heard ITHB but do not know clearly about the program, location and ITHB advantages. It is caused lack of sources of information. Some schools that are ITHB target market have never had visited by ITHB's marketing team. Interesting majors available or not, university reputation, alumni and comfortable place are the main important factors in choosing a university. Introduction of ITHB must be held on early to high school student, started from grade X, XI and XII. It is very important because they will have a good view about the private universities. The end result of this research are the marketing communications strategy and implementation for ITHB which made through calendar activities that are expected to contribute to win the competition in education, especially private university in Bandung. <br /> <br /> <br /> Furthermore, it can increase student interest to continue their studies in ITHB.