CULTIVATION AND PROMOTION STRATEGY OF OPEN UNIVERSITY IN THE ISLAND REGION OF INDONESIA: MIXED-METHOD RESEARCH

Abstract

Customer satisfaction is essential for the running and development of an institution. Thus, many institutions use various strategies to maintain and increase customer satisfaction, including socialization and promotion. However, studies that describe customer satisfaction, especially on open university’s students Eastern Indonesia, are still very minimal. This mixed-method study aims to analyze the socialization and promotion strategies carried out by Universitas Terbuka (UT) regional offices in Ternate. The quantitative approach used an exploratory survey method, while the qualitative data were collected through observation and interview. Both methods were collected through four stages and methods, including primary data observation from socialization and promotion activities carried out by the UT Ternate regional office, academic activities, and non-academic activities for students. Data were collected from students registered from 2016 to 2020, namely 326 people spread across 10 city districts in North Maluku. The study results show that: (1) the promotion strategy, service quality, and customer value carried out by the UT Ternate regional office have a positive and significant influence on student satisfaction; and (2) the promotion strategy and service quality have a positive and significant impact on customer value at UT Ternate regional office; (3) it is essential to select media and content and maintain networks/partners as a promotional strategy that deserves attention; and (4) the service quality to students’ academic achievement.