Penentuan Strategi Pengembangan Website Perguruan Tinggi Menggunakan Quality Function Deployment

Nur Indrianti, Ariez Rizqullah

Abstract


Lingkungan pasar global telah menjadikan institusi pendidikan tinggi bersaing dengan ketat, sehingga institusi pendidikan tinggi harus dapat menciptakan strategi promosi yang tepat. Salah satu strategi yang dapat diterapkan adalah komunikasi pemasaran terpadu (Integrated Marketing Communication, IMC) berbasis media sosial website. Penelitian ini bertujuan untuk menemukan strategi pengembangan website perguruan tinggi yang efektif menggunakan metode Quality Function Deployment (QFD). Penelitian ini menggunakan metode kuantitatif dan kualitatif dengan konsep QFD. Teknik pengumpulan data dilakukan dengan wawancara dan snowball sampling, dan subjek penelitian adalah website Universitas Pembangunan Nasional “Veteran” Yogyakarta. Analisis data dilakukan dengan teknik reduksi data Crosstabs dan tampilan data. Hasil penelitian menunjukkan bahwa metode QFD, yang mengintegrasikan suara konsumen dan aspek teknis, dapat digunakan untuk menentukan strategi pengembangan website perguruan tinggi yang dapat meningkatkan efektivitas website sebagai media IMC sekaligus meningkatkan peringkat Webometrics. Strategi tersebut dapat meningkatkan mutu website secara berkelanjutan. Penelitian ini memberikan rekomendasi kepada perguruan tinggi lain ataupun instansi lain untuk memaksimalkan pengembangan website sesuai dengan mutu dan kebutuhan konsumen.


Keywords


Perguruan Tinggi; Komunikasi Pemasaran Terpadu (IMC); Quality Function Deployment (QFD); Webometrics; Website

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DOI: https://doi.org/10.31315/jik.v17i2.2328

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