STRATEGI UNIVERSITAS‘AISYIYAH YOGYAKARTA DALAM MERANCANG BAURAN PROMOSI

The city of Yogyakarta is one of the few cities that are recommended to continue their education at the tertiary level, many universities in Yogyakarta offer mutual benefits from their services. So, ‘Aisyiyah University Yogyakarta needs to have the right promotion strategy to attract prospective new students. The aim of this research is to find out the promotion mix strategy used by Yogyakarta's Aisyiyah University to attract new students. The object of observation was conducted at isy Aisyiyah University, Yogyakarta. This study uses descriptive qualitative SWOT analysis to take advantage of opportunities and maximize the strengths of 'Aisyiyah University and reduce weaknesses and avoid threats from outside the company. By using data collection techniques for interviews, observations and interviews. The results of this study when analyzed using Yogyakarta Aisyiyah University SWOT used five promotional mix tools including: advertising, sales promotion, personal selling, publicity and direct marketing