Telkom University memiliki beberapa jalur dalam seleksi penerimaan mahasiswa baru seperti jalur JPA, beasiswa, USM, IUP, UTG dan vokasi. Jalur vokasi dibuka khusus untuk program diploma (D3) dan sarjana terapan (S1 Terapan) pada Fakultas Ilmu Terapan Telkom University. Terdapat 7 batch pendaftaran jalur vokasi yang dimulai pada 12 Agustus 2022. Perbandingan pendaftar jalur vokasi dan jalur JPA 1 dan 2 yaitu 625 pendaftar vokasi dan 8.108 pendaftar JPA (data per 19 mei 2023). Perbandingan pendaftar yang sangat berbeda tersebut membuat penulis tertarik untuk melakukan analisis tahapan customer journey pendaftar jalur vokasi.
Metode yang digunakan dalam penelitian ini adalah metode pendekatan kuantitatif dengan jenis penelitian deskriptif, dan pengumpulan data melalui hasil kuisioner. Sampel berasal dari 100 responden calon mahasiswa baru pendaftar jalur vokasi. Pada penelitian ini penulis melakukan pengukuran kuisioner menggunakan skala semantik diferensial dengan skala poin 1-8 kemungkinan yang harus dipilih dan penulis akan melakukan presentase dalam garis kontinum.
Hasil analisis Customer Journey menemukan bahwa Pendaftar Jalur Vokasi dominan berasal dari SMK (Sekolah Menengah Kejuruan) dengan presentase sebanyak 49%, dan SMA 45%, MA 6%. Responden mengetahui/ mendapatkan informasi Jalur Vokasi melalui media online dengan presentase 83% (sesuai). Sumber informasi yang sering diakses oleh banyak responden adalah website smb.telkomuniversity.ac.id, dengan presentase 81% (sesuai). Pembelian PIN pendaftaran cenderung dilakukan secara online oleh mayoritas responden, dengan presentase 60% (sedikit sesuai). Menurut responden jangka waktu pengumuman relatif tidak memakan waktu yang lama dengan presentase 50% (sedikit tidak sesuai) dan informasi mengenai tahap selanjutnya dalam surat kelulusan dijabarkan secara jelas dengan presentase 81% (sesuai). Responden dominan tidak mendaftar dan membeli PIN lebih dari 1 kali dengan presentase 42% (agak tidak sesuai). Responden mayoritas merekomendasikan Jalur Vokasi kepada orang lain dengan presentase 69% (agak sesuai).
Kata Kunci: Customer Journey, Batch.
Telkom University offers several pathways for the selection of new students, such as the JPA pathway, scholarships, USM, IUP, UTG, and vocational programs. The vocational pathway is specifically open for Diploma (D3) and Applied Bachelor's (S1 Terapan) programs within the Faculty of Applied Sciences at Telkom University. There are 7 registration batches for the vocational pathway, starting from August 12, 2022. The comparison between applicants for the vocational pathway and the JPA pathways 1 and 2 reveals that there were 625 vocational applicants and 8,108 JPA applicants (data as of May 19, 2023). This significant difference in applicant numbers has motivated the author to conduct an analysis of the customer journey stages for vocational pathway applicants.
The method employed in this research is a quantitative approach with a descriptive research design, and data collection was carried out through questionnaire responses. The sample consists of 100 prospective new students who applied through the vocational pathway. In this study, the author employed a semantic differential scale with a range of 1-8 to measure questionnaire responses, and the author presented the results in a continuum line.
The analysis of the Customer Journey revealed that the majority of Vocational Pathway applicants come from Vocational High Schools (SMK) with a percentage of 49%, followed by regular high schools (SMA) at 45%, and Islamic high schools (MA) at 6%. Respondents primarily acquired information about the Vocational Pathway through online media, accounting for 83% of responses (matching). The most frequently accessed information source by respondents was the smb.telkomuniversity.ac.id website, with a percentage of 81% (matching). The purchase of registration PINs tended to be done online by the majority of respondents, with a percentage of 60% (somewhat matching). According to respondents, the duration of announcement was relatively reasonable, with a percentage of 50% (somewhat mismatching), and information about the subsequent stages after receiving acceptance letters was clearly outlined, with a percentage of 81% (matching). A dominant percentage of respondents did not register or purchase PINs more than once, accounting for 42% (somewhat mismatching). The majority of respondents, at 69%, somewhat agreed that they would recommend the Vocational Pathway to others.
Keywords: Customer Journey, Batch.