Strategi Promosi Personal Selling STMIK Widya Utama dalam Menarik Minat Calon Mahasiswa Baru Tahun Akademik 2020/2021

The existence of higher education clusters as an effort to map the
performance of Indonesian academic universities under the Ministry of Education
and Culture of the Republic of Indonesia. Therefore, STMIK Widya Utama
continues to compete to be the best campus with a technopreneurship spirit in order
to be able to compete with other universities. In conducting a competition to
introduce STMIK Widya Utama to the wider community, SWU uses a promotional
strategy that is rarely used by other campuses, namely personal selling, by utilizing
interactive communication that occurs directly, the message will be conveyed
properly.
The personal selling promotion carried out by STMIK Widya Utama
focuses on the form of field selling, by visiting the target audience from house to
door. The field selling process is carried out in stages, by implementing
interpersonal interactions so that the target audience feels confident and trusting,
before carrying out the process of personal selling visits. The main target of STMIK
Widya Utama is SMA/SMK graduates with working status. In delivering messages,
STMIK Widya Utama not only does personal selling to students, but also conveys
messages to parents of students, this is done so that parents are also aware of the
importance of education for their children's future, then parents can finally provide
support both morally and materially. The shortcomings in the implementation of
personal selling promotions, namely a narrow area coverage, less broad market
segmentation, and an unstructured and scheduled follow-up process, so that the
follow-up process target is less than optimal. Suggestions from researchers for
STMIK Widya Utama are adding personal selling points of distribution, analyzing
new target markets, making a schedule in the follow-up process so that information
can be conveyed regularly and structured.