THE SIGNIFICANCE OF INNOVATION IN MARKETING PUBLIC RELATIONS FOR INCREASING INTAKE IN PRIVATE UNIVERSITIES

Abstract

Nowadays, private universities keep trying to do their best to increase the students’ intake, as the competition among them is tough. It is heightened by the condition that not only private universities but also state universities are active in promoting their program to attract prospective students. One of the strategies that private universities implement is having innovation as one of their marketing public relations strategy. This study tries to investigate the significance of innovation in Marketing Public Relations to increase students’ intake in private universities. This study involves 6 private universities in Central Java. They have implement marketing public relations strategies with innovation in it. The data were obtained from interviewing the public relations personals in those private universities. The interview used open-ended questions to explore a more thorough answer. The result of the study shows that innovation does have significance in increasing students intake in private universities. The increase of the intake they have achieve so far with the innovation they have implemented is from 5% - 20% depending on the situation and condition of each university.