Published: 2025-10-01
Pengaruh Integrated Marketing Communication terhadap Keputusan Mendaftar Siswa pada PKBM Kendedes
DOI: 10.35870/jtik.v9i4.4179
Michelle Janette Hosea
- Michelle Janette Hosea: Universitas Surabaya
Abstract
Education is a planned process that supports students' potential development. PKBM Kendedes in Malang City serves as an alternative non-formal education provider offering life skills programs. This study aims to analyze the influence of Integrated Marketing Communication (IMC) on students’ enrollment decisions. A quantitative approach is used to evaluate IMC strategies such as Advertising, Sales Promotion, Public Relations, Personal Selling, WOMM, Direct Marketing, and Direct Marketing implemented by the institution. The research is expected to enrich IMC theory in the context of alternative education institutions and provide strategic guidance for PKBM Kendedes in enhancing promotional effectiveness.
Keywords
Non-formal Education ; PKBM Kendedes ; Integrated Marketing Communication (IMC) ; Decision to Register
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Article Information
This article has been peer-reviewed and published in the Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 4 (2025)
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Section: Computer & Communication Science
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Published: October 1, 2025
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/jtik.v9i4.4179
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Michelle Janette Hosea
Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi dan Bisnis Media, Universitas Surabaya, Kota Surabaya, Jawa Timur, Indonesia.
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