Is It Traditional or Contemporary Marketing Strategy? A Textual Cluster Analysis @MercuBuana_Reg

Abstract

The objective of this research is to analyze the contemporary marketing mix activities from one of Indonesian private university twitter account by conducting Textual Cluster Analysis. There are 3140 tweets captured from MercuBuana University twitter account @MercuBuana_Reg, all of these tweets further analyzed using Mixed Method Software Analysis to identify the relevant keywords elements of the marketing mix. The Jaccard Coefficient of co-occurrence and the proximity plot result showed that the twitter marketing communication activities consist of 5 dimension of the contemporary marketing strategy, which are the Product, Price, Place, Promotion, and Process. The keywords clustered in the Product dimension have similarities of character and closeness of relationship are “Architecture, Accounting, Design Communication Visual, Faculty of Technic Planning & Design, Technic, Industry, Marketing Communication, Civil, Faculty, Major”, the keywords in the Price dimension are “ Cost, Payment”, the keywords in the Place dimension are “Admission, Meruya, Bekasi, Cibubur”, the keywords in Promotion dimension are “Scholarship, Manado”, the keywords in Process dimension are “Registration, Academic Administration Bureau, Graduation Certificate”. Finally the textual cluster analysis concluded that @MercuBuana_Reg conducted selected element of contemporary marketing strategy which are the Product, Price, Place, Promotion and the Process, furthermore @MercuBuana_Reg have to improve the element of people and physical evidence to enhance the university contemporary marketing strategy.

DOI: 10.5901/mjss.2015.v6n5s5p26