Implementation of the ISM (Interpretive Structural Model) Method in Promotion Development in Educational Institutions
Yunita Friscillia Suryana(a), Winnie Septiani(b*), Emelia Sari(c)

a,b,c) Master of Industrial Engineering, Faculty of Industrial Technology, Universitas Trisakti, Indonesia
*winnie.septiani[at]trisakti.ac.id

Abstract

The COVID-19 pandemic has not only impacted the manufacturing industry but has also led to a decline in new student applications at higher education institutions, particularly at the university level. Promotional efforts, such as those through social media, virtual campus tours, and on-site visits, have not succeeded in increasing applicant interest. Therefore, promotional development is needed to support one aspect of university sustainability: the increase in interest from prospective new student applicants. This research aims to identify the key actors, primary needs, and main obstacles in developing promotions at universities using the Interpretive Structural Modeling (ISM) method. ISM elements for university promotional development are categorized into three criteria: (1) Stakeholders and actors involved in university promotion, (2) Needs for developing university promotion, and (3) Constraints or obstacles faced in university promotion. The findings indicate that key elements in the actor category include University Public Relations, Faculty Public Relations, and the Study Program Promotion Team. For promotional needs, the primary element is identified as promotion through social media platforms (Website, YouTube, Instagram, TikTok). The main obstacle identified is a limited promotional budget and a shortage of human resources with expertise in digital marketing. The relationship among these elements emphasizes the need for collaboration and synergy between University Public Relations, Faculty Public Relations, and Study Program Promotion Teams to intensify promotion through social media. This collaboration should be supported by recruiting digital marketing experts and allocating sufficient budgets to support promotional activities at the university.

Keywords: Promotion Development- ISM- Actors- Needs- Constraints

Topic: Education