Efektivitas Manajemen Penerimaan Mahasiswa Baru dalam Meningkatkan Minat Calon Mahasiswa di UMMUKA Karanganyar Jawa Tengah

Abstract

This study analyzes the effectiveness of New Student Admission (PMB) management in increasing prospective students' interest at UMMUKA Karanganyar, Central Java, focusing on planning, implementation, promotional strategies, prospective students' perceptions, and supporting and inhibiting factors. A qualitative approach with a case study design was used to gain an in-depth understanding of PMB management practices. Data were collected through interviews, observations, and documentation involving university leaders, PMB committees, lecturers, promotion teams, students, and prospective students during January-February 2026, then analyzed using the Miles and Huberman interactive model through data reduction, data display, and conclusion drawing, supported by source and time triangulation. Findings show PMB management has been implemented systematically through integrated digital and interpersonal marketing strategies, including social media (Instagram, Facebook, TikTok, WhatsApp), the university website, school visits, partnerships with Islamic boarding schools, alumni networks, and community-based communication. These strategies increased institutional visibility, strengthened public trust, and built the university's image as an Islamic institution adaptive to technology. Prospective students' interest was also shaped by tuition affordability, institutional reputation, study programs, accessibility, scholarship opportunities, and religious values. However, effectiveness remains suboptimal due to limited human resources, uneven digital literacy, unprofessional social media management, and the absence of comprehensive data-based evaluation systems. The study concludes that effective PMB management in Islamic higher education requires strategic planning, collaborative teamwork, digital optimization, strengthened community trust, and sustainable evaluation systems to enhance institutional competitiveness and public engagement in the digital era.