Abstract
This study aimed to examine the implementation of integrated marketing communication conducted by private universities in Kuningan Regency and analyze the influence of integrated marketing communication performance which includes advertising, sales promotion, personal selling, public relation, and direct marketing on private university image. The method used was descriptive and verificative method conducted by collecting primary data in the field from private university students in Kuningan Regency. Based on the results of data processing and hypothesis testing, it was known that integrated marketing communication consisting of advertising, personal selling, sales promotion, public relation, and direct marketing simultaneously and partially had a positive and significant impact on private university image. The simultaneous influence is 38.7%, which meant there was still much influence outside the implementation of integrated marketing communication that affected private university image. The biggest influence was sales promotion.
Highlights
Competition of education service sector among private universities in fighting for student “market” is quite heavy
Image becomes a very important thing to be sold to prospective consumers
The method used was descriptive method which was a research that aimed to obtain a description of the perception of integrated marketing communication and private university image
Summary
Competition of education service sector among private universities in fighting for student “market” is quite heavy. Private universities in Indonesia thrive like a mushroom in the rainy season. The number of private universities in Indonesia is about 3,332 institutions consisting of about 20 percent in the form of University, 50 percent in the form of Specialized College, and 30 percent in the form of Academy. Image becomes a very important thing to be sold to prospective consumers. As Kotler & Keller (2009) noted that image essentially involves a set of beliefs, ideas and impressions a person has for an object. How to communicate a message about an object will produce a positive effect and generate a positive image in the mind of prospective consumers if the delivery of this message is properly used in the right packaging
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