Analisis Peningkatan Angka Partisipasi Mahasiswa Melalui Pengembangan Materi Digital Marketing Di Lingkungan Universitas Terbuka


  • Hascaryo Pramudibyanto Pramudibyanto Universitas Terbuka
  • Miandhiani Deniz Y Universitas Selamet Sri



promotion, marketing, digital marketing, student participation rate, ebook, content, digital content


This study employs a descriptive-comparative method to compare two main strategies, namely Digital PR and Digital Marketing, implemented in the environment of Universitas Terbuka Semarang. Data were collected through interviews with university staff involved in the implementation of both strategies, document analysis, and observation of university practices. The Digital PR strategy at UT Semarang focuses on building a positive image through social media, online news platforms, and blogs, while the Digital Marketing strategy emphasizes paid advertising, paid social media, and email campaigns to prospective students. The integration of both strategies was then evaluated to determine the resulting outcomes, revealing that the combined strategies generated a consistent and robust narrative that enhanced the conversion of prospective students into new students. Despite positive outcomes, the study identified challenges such as the expansion of resources and workforce needed to execute effective digital campaigns. The research subjects were twelfth-grade students at SMA N 1 Ungaran who were active on social media with over 1,000 followers, selected using purposive sampling techniques. Three students were chosen as research subjects because they were considered potential influencers in the Ungaran area.


Download data is not yet available.


Babu, C. V. S., Praveen, P. S., & Sadhana, G. (2021). “Impact of Social Media in Digital Marketing”-a Survey Study. December 2020.

Chandra Maharana, K. (2023). Digital Marketing Strategies for Success in the Digital Age. December.

Dašić, D., Vučić, V., Turčinović, Ž., & Tošić, M. (2023). Digital Marketing - Marketing Opportunities and the Power of Digital Consumers. Ekonomika Poljoprivrede, 70(4), 1187–1199.

Eduzor, N. (2024). Assessment of Successful Marketing Strategies in the Digital Age. January.

Hake, V. (2023). Digital Marketing : A New Storm in the Sea of Marketing. November.

Kumar, A. R. (2021). A study on the effectiveness of digital marketing. South Asian Journal of Marketing & Management Research, 11(11), 135–140.

Kurnia, M., Handayani, T. W., Wijayanti, E. P., Riyanto, A., Hidayat, F. S., & Septiana, R. (2023). Application of the digital marketing ecosystem to MSME Batik Rajah, Magelang City. Community Empowerment, 8(1), 137–142.

Millagala, K. (2024). Neuromarketing as a Digital Marketing Strategy to Unravel the Evolution of Neuromarketing as a Digital Marketing Strategy to Unravel the Evolution of Marketing Communication. December 2023.

Putri, C. E. (2022). Implementasi Social Media Optimization (SMO) Bagi Perusahaan Swasta di Jakarta Citra Eka Putri. Jurnal Pustaka Dianmas, 2(2), 42–50.

Rathna, G. A., Sumathy, M., & Pavithra, P. (2023). Digital Marketing: Five Stages Maturity Model for Digital Marketing Strategy Implementation. Contemporary Issues and Trends in Digital Marketing, November, 87–92.

Ratna Gumilang, R. (2019). Implementasi Digital Marketing Terhadap Peningkatan Penjualan Hasil Home Industri. Coopetition : Jurnal Ilmiah Manajemen, 10(1), 9–14.

Sahai, S., Goel, R., Malik, P., Krishnan, C., Singh, G., & Bajpai, C. (2018). Role of social media optimization in digital marketing with special reference to Trupay. International Journal of Engineering and Technology(UAE), 7(2), 52–57.

Saputra, B. A., Faculty, B., & Timur, J. (2023). The Impact of Digital Marketing on Export Sustainability in the Digital Era 2 . Empirical Literature Review Digital marketing. 1(6), 103–108.

Science, I. S. (2023). Innovative Solutions In Modern Science № 2(57), 2023. 2(57).

Stošić Mihajlović, L., & Mihajlović, M. (2023). Digital Marketing in Practice. SCIENCE International Journal, 2(4), 25–31.

Subagyo, s., & Gesty, E. (2017). Digital Marketing as an Effort to increase Sales Volume for Micro Small Medium Enterprises Products in Kediri, Indonesia. … Journal of Management Issues …, July 2017.

Supriadi, B., Malang, U. M., Fahmi, S., Suryono, I., & Bawono, S. (2023). Digital Marketing for Dummies How to Optimize Digital Marketing with Integrated Strategies to Improve Business Performance in the Digital Age © Janega Press (Issue October).

Woelandari, D. S., & Setyawati, N. W. (2020). Sosialisasi Menggunakan Media Sosial Berbasis Digital. Jurnal Komunitas : Jurnal Pengabdian Kepada Masyarakat, 1(1), 1–5.



How to Cite

Pramudibyanto, H. P., & Miandhiani Deniz Y. (2024). Analisis Peningkatan Angka Partisipasi Mahasiswa Melalui Pengembangan Materi Digital Marketing Di Lingkungan Universitas Terbuka. Jurnalika : Jurnal Ilmu Komunikasi, 8(1), 48–68.