STRATEGI KOMUNIKASI MASSA DALAM RANGKA PROMOSI LEMBAGA PENDIDIKAN TINGGI DI SEKOLAH TINGGI AGAMA HINDU (STAH) NEGERI MPU KUTURAN SINGARAJA

Abstract

In an increasingly competitive era of globalization, competition among higher education institutions has intensified, highlighting the importance of effective promotional strategies to attract prospective students. Promotion not only introduces the institution but also positions it in a challenging market. An effective mass communication strategy is key in building awareness, shaping the institution's image, and enhancing its reputation. This study focuses on STAH Negeri Mpu Kuturan Singaraja with the aim of exploring the factors that influence the success or failure of the mass communication strategies implemented by this institution. The three main issues addressed are: (1) Factors influencing the success or failure of STAH Negeri Mpu Kuturan Singaraja's mass communication strategies, (2) The most effective media and communication channels to reach the target audience, and (3) The development of optimal mass communication strategies for institutional promotion. This research employs the theories of Integrated Acceptance, Mass Communication, and Marketing Communication as the analytical framework. Data were collected through documentation, observation, interviews, and literature review, then analyzed descriptively using qualitative methods. The findings reveal that academic reputation, message consistency, and active social media usage are key success factors. However, a lack of direct interaction and minimal utilization of new social media platforms are obstacles. Recommendations include using live streaming, webinars, virtual tours, collaborations with influencers, and expanding presence on platforms such as TikTok. These strategies are expected to enhance the promotion and reputation of STAH Negeri Mpu Kuturan Singaraja.