Analisis Peran Digital Content Marketing Dalam Meningkatkan Promosi Pada STIKes Siti Hajar Di Kota Medan

Abstract

This study aims to examine the impact of digital content marketing on the promotional performance of STIKes Fisiotherapy Siti Hajar in Medan City. Using qualitative research methodologies, especially case study approaches, this study explores the effectiveness of digital content marketing strategies implemented by STIKes Physiotherapy Siti Hajar. Data was collected through in-depth interviews with key stakeholders from STIKes Physiotherapy Siti Hajar, review of documents related to marketing strategies, and direct observation of the implementation of digital content marketing initiatives. This analysis focuses on identifying the qualitative aspects of the role of digital content marketing in influencing customer behavior and driving promotion. The findings show that STIKes Physiotherapy Siti Hajar has implemented various digital content marketing strategies, including the use of social media. Qualitative analysis underscores the important role of high-quality, relevant, and engaging content in increasing brand awareness and motivating consumers to make a purchase. In addition, this study highlights the positive impact of direct interaction facilitated by digital platforms between STIKes Physiotherapy Siti Hajar and prospective students. Content that provides comprehensive educational service quality information, service quality tutorial resources, and user testimonials has been very well received, thus strengthening the bond between STIKes Physiotherapy Siti Hajar and the prospective student base. However, this research also highlights the challenges faced by STIKes Fisiothérapie Siti Hajar in the implementation of digital content marketing, such as the need to expand the target audience and improve the content monitoring strategy. Recommendations were submitted for the improvement of content strategies, engagement with local influencers, and increased collaboration with the community of private sector education providers in the city of Medan.