Marketing Strategy Analysis Using Social Media at Polytechnic Pancasakti Global Tegal

Abstract

Tegal is one of the regions in Central Java that has enormous potential in the economic sector which needs to be supported by qualified human resources. One way to support this is through formal education. With the rapid development of the information technology sector and supported by adequate infrastructure, Pancasakti Global Polytechnic as one of the private universities in Tegal City must have the right strategy in improving marketing so that it can compete with other universities. Many universities have utilized social media to expand and improve their marketing. The existence of social media, which is very popular with the millennial generation today, has an impact on the rapid spread of information and communication.  The purpose of this research is to find out what social media management strategies are carried out by the Pancasakti Global Tegal Polytechnic in improving marketing and the factors that can influence marketing. The method used in this research is descriptive qualitative, and data collection was carried out by direct interviews. This research obtained the results of the social media management strategy of the Pancasakti Global Tegal Polytechnic through social media Instagram, Facebook and online reservation applications which can improve marketing.