Abstract
This study aims to determine the promotion strategy on the admission of new students at the university. Universities need appropriate promotion strategies to increase the number of new students enrolled in subsequent years and to fulfill the equal distribution of new students in each region and study programs at the University. Classification of new student data reception at the Indo Global Mandiri University (IGM University) in 2018/2019 uses the CRISP-DM data mining application (the Cross-Industry Standard Process for Data Mining) using the K-Means grouping method. Research data using primary and secondary data. The population and sample of the study were 1011 students using 4 (four) attributes in this study, namely the name of the student, the area of origin, the study program, and the promotion strategy (direct visit, word of mouth, media, brochures, and coming directly). This test is carried out with the Waikato Environment for Knowledge Analysis (WEKA) 3.8 tool. The results of this study indicate that the direct visit strategy is the most appropriate in the admission of new students at IGM University, amounting to 492 students with 26%, with this strategy being able to absorb many new student candidates from various regions including Palembang, Regency / City, and regions in outside South Sumatra, there is also equality in various study programs at IGM University. Word of mouth promotion strategies and media are optimized to be included in the promotion team in determining the promotion strategies in the following year to increase the number of new student admissions.
Highlights
Modern and sophisticated information technology in all fields has developed very fast and advanced in the fields of economy, industry, education, communication and information and promotion.Application of information technology in the field of Promotion can help manage valuable and useful information so that it has its own added value to be achieved with what is desired both for Universities that are facing competition in the business world. promotion is the main tool for the success of an organization / university in attracting the attention of consumers. (Adefulu, 2015)
IGM University continues to improve the quality of facilities, lecturers, employees, administration, buildings, facilities, etc., but some obstacles are not related to the number of new student admissions so that the emergence of private universities and other high schools around the South Sumatra region so that the very tight competition made the University of IGM recruit new students to continue to plan the right strategy to determine the promotion strategy so that the number of new students enrolled in each year is obtained
From the research that has been conducted the grouping of student data for the 2018/2019 school year through the distribution of regional origin and Study Programs based on promotion strategies using K-Means clustering Five clusters
Summary
Modern and sophisticated information technology in all fields has developed very fast and advanced in the fields of economy, industry, education, communication and information and promotion.Application of information technology in the field of Promotion can help manage valuable and useful information so that it has its own added value to be achieved with what is desired both for Universities that are facing competition in the business world. promotion is the main tool for the success of an organization / university in attracting the attention of consumers. (Adefulu, 2015). IGM University continues to improve the quality of facilities, lecturers, employees, administration, buildings, facilities, etc., but some obstacles are not related to the number of new student admissions so that the emergence of private universities and other high schools around the South Sumatra region so that the very tight competition made the University of IGM recruit new students to continue to plan the right strategy to determine the promotion strategy so that the number of new students enrolled in each year is obtained. Large data will extend the search for information from several groups based on the characteristics of the data at the University, forming some grouping of student data so that it can determine an effective and efficient promotion strategy for the University. The number of students dropping out due to inappropriate use of promotional strategies will affect the number of new students at tertiary institutions.
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