The Effectiveness of Online Media Advertising with Improvement Number of Students

Abstract

Currently, the competition between State Vocational Schools and Private Vocational Schools in Indonesia in competing for students is quite heavy. One of the concerns is how the role of public relations provides socialization to the community regarding the existence of schools that can be of interest to the community. This study aims to analyze the effectiveness, and increase the number of students in Private Vocational Schools. This study uses a mix method. The subjects of this research are the promotion team and new students. Data obtained by interview and questionnaire techniques, then analyzed using data triangulation techniques and regression testing. The research results that the strategy adopted by Private Vocational Schools is online-based advertising, advertising partially is the most influential variable (34, 4%) while the variable with the least effect is Publicity (19.3%). Advertising, Personal Selling, Publicity, and Word of Mouth variables simultaneously have a significant effect on increasing the number of students by 65.6% while the remaining 34.4% is influenced by other variables.