Implementation of Soft Selling on UMSIDA 1912 Social Media to Expand the Market Reach of Universitas Muhammadiyah Sidoarjo
Implementasi Soft Selling Pada Media Sosial UMSIDA 1912 Untuk Memperluas Jangkauan Pasar Universitas Muhammadiyah Sidoarjo
DOI:
https://doi.org/10.21070/ups.9010Keywords:
Soft Selling, Social Media, Educational Marketing, UMSIDA, prospective studentsAbstract
This study examines how Universitas Muhammadiyah Sidoarjo (UMSIDA) applies soft selling techniques through its official social media account, @umsida1912, to expand market reach and attract prospective students. Using a qualitative descriptive method, data were collected via observation, documentation, and interviews, and analyzed with Miles and Huberman’s interactive model involving data reduction, presentation, and conclusion drawing. Findings reveal that UMSIDA employs testimonials, educational content, narratives, and visual portrayals of real campus life to implement soft marketing. This approach fosters emotional connections, strengthens institutional reputation, and increases online engagement with Generation Z students. By prioritizing authentic and engaging storytelling over direct promotion, UMSIDA effectively adapts to the communication preferences of younger audiences. The study recommends stronger collaboration between the admissions office and the digital content team to ensure consistent messaging and enhance the efficiency of marketing communications, ultimately supporting the university’s long-term enrollment and branding goals.
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