Enhancement Strategy of Prospective Students’s Interest in Zakat and Waqf Management Program

The program of Zakat and Waqf Management at the Faculty of Islamic Economics and Business IAIN Padangsidimpuan experienced a decline in the number of students from 2018 to 2020. As a study program with a field of science that is currently trending nationally and globally, there should be an increasing number of enthusiasts, but on the contrary actually decreased. Therefore, the purpose of this study was to analyze the strategy of increasing the interest of prospective students of the Zakat and Waqf Management Study Program. This study uses a descriptive qualitative approach where the number of informants is 333 people, namely senior high school students and students from Islamic boarding schools in Padangsidimpuan City, South Tapanuli Regency and other surrounding cities/regencies. The results of the study indicate that there is some academic and non-academic information that must be added to various existing promotional media. Promotional media that must be maintained are direct selling (official websites), social media (Facebook, Instagram and Youtube, advertisements (brochures), personal selling (promotion teams to schools).


Introduction
Programs in department have an important role in the development of an educational institution or college. In general, it can be described how the quality of a university is with the quality of the study program. That is, if the study program is of good or quality, it is marked by being nationally accredited by BAN PT. In the study program accreditation instrument 4.0 issued by BAN PT there is a special assessment of governance, governance and cooperation carried out by the study program (Materi  Table 1. Source: (Distribusi Peringkat, n.d.) The problem is that since the last 3 years there has been a decrease in the registration routes can be seen in Figure 1.

Figure 1. Trends in Registration of Zakat and Waqf Management
Study Programs in 2018-2020 Meanwhile, the number of registrants who passed decreased drastically from the number of registrants that had existed before. This decline in numbers can be expected because the screening process is strictly in accordance with the provisions that have been regulated at the institution and nationally. It can also be influenced by the scientific quality of the prospective students themselves.
In the digital era that uses the internet, it is very possible to introduce and increase the number of prospective students of the Zakat and Waqf Management Study Program. The use of website media is an effort to ensure the sustainability of a study program (Diantama, n.d.). The number of internet users in Indonesia is  (Rifai, 2021). Utilization of social media in promoting thirst is optimized (Effendy, 2021

Literature Review
Services themselves are different from goods, where services are intangible, heterogeneous, simultaneous production and consumption, perisable (Zeithaml & Bitner, 2003). Services are products offered in abstract form (Soleh & Said, 2019).
Services are entities that do not have a form (Tjiptonon, 2019 where information can be presented in an attractive and easy-to-understand way.
Examples of these platforms are Instagram and Snapchat.
f. Cooking is a platform commonly used to share recipe information by its users. Other relevant research is related to the use of website media to increase the interest of prospective students, including a study entitled "The effectiveness of state university websites as information providers for students" which states that the website has indeed proven effective in efforts to convey information (Kriyantono, 2020) . In a study entitled "The Role of Social Media in Supporting the Performance and Popularity of Higher Education Institutions" where it is proven that the website has an effect on the performance and popularity of higher education institutions (Hafidhah et al., 2020). In a study entitled "Web-based Information Systems in the Implementation of Educational Institutions" it is stated that the use of websites in the provision of education is a demand for every existing educational unit (Laugi, 2018).
In another study, the ease of use factor and the quality of service interaction on the university website had a significant effect on the satisfaction of users/web visitors (Napitupulu, 2017). Websites at universities are the main source of information by the public (Nadhiroh & Kusumawati, 2015). Technology is proven to have an important role in education (Surani, 2019). Meanwhile, a case study in Timor Leste, a research linking the impact of the COVID-19 pandemic was carried out to find out what factors can improve the quality of university websites there where there needs to be an increase in web visibility (Wahyuningrum et al., 2021). Research analyzing websites at universities is also conducted at overseas universities in many countries. Some of them are research entitled "The Marketing of

Higher Education Discourse: A Genre Analysis of University Homepages in China"
which states that the presence of conversational features on the part of universities builds good relationships with prospective students (Zhang, 2017).
This is different in Australia, where universities in Australia have demonstrated a successful commitment to building website content/information that is relevant to the theme of sustainability in university management and operations at large (i.e., in general policies, company mission statements, research activities, available positions, and strategies) (Hasim et al., 2018). Meanwhile, the results of research related to visitor behavior at the eye university in Germany show that changes in website structure can affect the number of visitors and their behavior (Lang et al., 2020). In addition, it is proven that there is a relationship between website internal navigation and user experience design, usability and click through rate (Mombarg, 2021). In addition to utilizing the official website in marketing information related to higher education, currently educational institutions also use other social media such as Facebook and Instagram (Wijaya, 2020). Sumatra. In this case, there were 12 school locations surveyed directly as shown in Table 2. Data collection is done online through the website (Sarwono, 2006). Where in this case the researcher uses the help of the google form website. If interviews allow face-to-face meetings, face-to-face visits will be conducted by visiting the selected schools. Second, using an e-questionnaire by asking for student contact data from the school in distributing questionnaires via Whatsapp. Considering that we are still in a state of maintaining health protocols due to the COVID-19 pandemic. The type of interview used is a structured interview where all questions have been prepared by the researcher and answered in the order (Fadhallah, 2021). The data obtained will be tested for validity by testing credibility, namely checking data from various sources in various ways and at various times (Lestari & Zakso, n.d.).

This research was conducted in Padangsidimpuan
In this study, the analysis is divided into 2, where the first stage is descriptive analysis by tabulating the data obtained such as the characteristics of the informants, knowledge, interests and evaluation of promotions by the informants. Furthermore,  (Creswell, 2010). In this study, researchers tested the validity and reliability by checking the accuracy of the research results according to the existing stages. Data checking is done by examining evidence from research informants and using it to build a coherent justification (triangulation).

Description of Informant Characteristics
Questionnaires made through google forms were then taken to schools that had been planned at the beginning of the study. Meanwhile, apart from going directly to the location and socializing the research instruments, the researchers also distributed to other schools what they got from existing friendship networks. This causes the electronic questionnaire to be more widely known by students in the city of Padangsidimpuan and its surroundings, even from outside the city. Therefore, the total informants in this study were 333 people.

Figure 2. Informant's School of Origin
Based on Figure 5, it is known that the majority of research informants came from Private Vocational Schools, Padangsidimpuan Campus, as many as 18.3% or 61 people. Followed by students from SMA N 7 Padangsidimpuan City as many as 15.6%

Figure 3. Sources of Information on the Existence of IAIN Padangsidimpuan, Faculty of Economics and Islamic Business and Study Program of Zakat and Waqf Management
Based on Figure 3, it can be seen that the majority answered sources of information about the existence of the Zakat and Waqf Management Study Program are friends (19.9%), followed by other sources of information such as: family (19.6%), teachers/schools (14.6% ), social media (11.4%), seniors (7.9%), promotions/lecturers of IAIN Padangsidimpuan (7.3%). This shows that friends and family are the most effective providers of information according to prospective students of the Zakat and Waqf Management Study Program. Friends do play an important role in decision making. This is supported by several studies where friends influence the decision making to choose a major in higher education (Hernita, 2019;Sawaji et al., 2010).

Informant Interest
Students who are already in grade 12 must have thought about where to continue after finishing. Based on Figure 14, it is known that the majority of research informants want to continue to higher education after graduating from school. Where as many as 79.9% or 266 people intend to improve their knowledge at a higher level.
The remaining 20.1% or 67 people are actually not interested in continuing their  (Fitriya & Yani, 2014).

Promotion Strategy of Zakat and Waqf Management Study Program
So far, FEBI which oversees the Zakat and Waqf Management Study Program has done various things in promoting the Zakat and Waqf Management Study Program. However, the assessment can certainly vary from the student's own point of view. Therefore, it is important to know and get input from informants regarding the best and most appropriate promotional media to increase the interest of prospective students of the Zakat and Waqf Management Study Program (see Figure 4).

Figure 4. Informant Recommended Promotional Media
Volume 9 Nomor 2 Ed. Juli -Desember 2021: hal. 380-301 p-ISSN: 2356-4628 e-ISSN : 2579 Based on Figure 4, it can be seen that there are three promotional media that are highly recommended by prospective students of the Zakat and Waqf Management Study Program. The majority recommended promotion through leaflets or brochures sent to high schools or the equivalent in Padangsidimpuan City and outside Padangsidimpuan City where as many as 86 people or 25.8% agreed to recommend the promotional media. The existence of the FEBI website was already known to many informants. As many as 83.8% or 279 people have been aware of the FEBI official website. However, there are still as many as 16.2% or 54 students who do not know the existence of the FEBI official website. This shows that so far, the FEBI page has been known by the majority of informants. The page in question is http://febi.iain-padangsidimpuan.ac.id/program-studi-manajemen-zakat-wakaf/ where there is a special page for the Zakat and Waqf Management Study Program.
This result is also supported by several studies which state that university websites play an important role as information providers (Kriyantono, 2020). Furthermore, in the research, it is stated that it is also necessary to pay attention to the elements in the website such as: honesty, interaction, affordability, availability of useful information, website maturity, usefulness, openness and positive values. In other studies, it is also said that the use of websites significantly affects the positive image of universities (Apriananta & Wijaya, 2018 (Ardiansyah, 2021). Where it is also mentioned that a good reputation will affect student loyalty.
In addition, as many as 238 people or 71.8% of research informants answered that they did not know about the existence of FEBI's Facebook social media. This means that the majority of prospective students of the Zakat and Waqf Management Study Program are not familiar with the Facebook social media. The rest, as many as plays an important role in online product marketing (Helianthusonfri, 2019). In addition, Facebook pages or known as fanpages also have the advantage of being able to reach large audiences from thousands to millions of people. That is why the use of social media Facebook can be useful for increasing popularity, including a university or college. Wilanda in a book entitled "Marketing and Social Media" mentions that Facebook is a social media platform with the third highest activity after Youtube and Whatsapp (Halim et al., 2020).
Next is related to other social media, namely Youtube. FEBI has a Youtube account that is used to share videos which also aims to promote various activities and existing facilities. Based on Figure 23, it is known that the majority of 251 people (76.1%) informants do not know the existence of Youtube FEBI. The rest, 23.9% or 79 people know the existence of the FEBI Youtube social media. This shows that the FEBI Youtube social media is still not well known by candidates for the Zakat and Waqf Management Study Program. Whereas Youtube is highly recommended as a marketing medium (Eagle, 2019). Youtube is a social media platform that has an important role in decision making (Ramadhayanti, 2019).
Furthermore, it is related to the existence of brochures as promotional media to advertise the Zakat and Waqf Management Study Program. Based on Figure 24, it can be seen that the majority of research informants or as many as 92.2% (307 people) never received a brochure. While the remaining 7.8 (26 people) % assessed that they had received brochures so that they knew the existence of the Zakat and Waqf Management Study Program.
In 2019, the Faculty of Islamic Economics and Business once printed brochures for promotional media and delivered them to high schools and the equivalent in Padangsidimpuan City and its surroundings. Brochure is one of the print media for promotion that is still widely used today. Brochures as educational media are considered effective for increasing knowledge (Nafiah & Jumino, 2019).
Promotion through brochures can increase public awareness so as to increase the number of students (Kusumo, 2018). Volume 9 Nomor 2 Ed. Juli -Desember 2021: hal. 380-301 p-ISSN: 2356-4628 e-ISSN : 2579 Radio advertisements have been carried out for the last 2 years, but no evaluation has been carried out to see their effect on increasing the interest of prospective students of the Zakat and Waqf Management Study Program. Based on Figure 26, it is known that the majority of students have never heard of the advertisement of the Zakat and Waqf Management Study Program on RAU FM radio.
Where as many as 88.9% (296 people) of the total informants said they never knew about the existence of the advertisement. Meanwhile, only 11.1% or 37 people are aware of the existence of advertisements on radio through RAU FM. RAU 105 FM is one of the most popular FM radio channels in Padangsidimpuan City and its surroundings. In addition, good relations and cooperation with RAU FM have also been carried out which have also supported the progress of IAIN Padangsidimpuan.
However, in terms of promotion of the Zakat and Waqf Management Study Program, it has not yet had an impact on increasing prospective students of the Zakat and Waqf Management Study Program. Radio is one of the electronic promotional media that is still in demand by the public. Radio is not only available in big cities but is also available to areas and even reaches villages. That is why there are still many companies and service providers using radio for promotional purposes. This is also done by educational institutions that use radio as one of their marketing strategies (Yunitasari, 2019).

Mapping the Strategy to Increase the Interest of Prospective Students of the Zakat and Waqf Management Study Program
Based on the results of the descriptive analysis above, recommendations are made regarding various things that must be improved or improved or that must be done so that the interest of prospective students of the Zakat and Waqf Management Study Program increases as well. Furthermore, research informants also convey various information that must be conveyed when promoting the Zakat and Waqf Management Study Program through various types of promotions that already exist.
Among them are according to those in Table 3.   Table 4). Based on this mapping, the strategy of increasing the interest of prospective students of the Zakat and Waqf Management Study Program becomes more focused according to the type of promotion that exists. Information that must be added in various promotional media includes: academic and non-academic fields. Information on academic fields that must be added is tuition fees per semester where the expected costs are affordable, scholarship programs and how to get them, various programs or activities (eg interest and talent development activities), advantages or advantages compared to other campuses, job prospects or job guarantees after graduation, course information and the learning process. Meanwhile, information on nonacademic fields that must be added is related to various existing facilities, videos of the atmosphere on campus, testimonials (real evidence) of someone's success in the field of zakat and waqf and their achievements.
(2) Increase the number of followers (3) Instagram account needs to be promoted more increasing followers by promoting them more in various existing promotional media Youtube Need to be optimized Needs to be improved in terms of: (1) Increase the number of videos (2) Improve the quality of uploaded videos (3) Youtube account needs to be promoted more Defend and increase the number of videos, upload videos of good quality, create campus atmosphere videos and promote them more in various existing promotional media 3 Advertising: Brosur Need to be optimized Needs to be improved in terms of the pictures in the brochure which are less and less attractive Defend and improve and add pictures (activities/programs) of study programs in the brochure to make it more interesting Radio Need to be optimized Needs to be improved in terms of: (1) Less creative (2) Less easy to understand Reduced because the majority never hear broadcasts on the radio again 4 Personal Selling: Promotion Team Need to be optimized Needs to be improved in terms of: (1) Less friendly (2) Lack of cohesiveness in the promotion team (3) Lack of detail in conveying information Defend and improving the ability of the promotion team in conveying information can be done by conducting a briefing beforehand so that they master the various information submitted in detail.

Enhancement Strategy of Prospective Students's Interest in Zakat and Waqf Management Program
Rodame Monitorir Napitupulu, dkk.

Conclusion
Based on the results of the study, it can be concluded that almost all types of promotional media have not been optimized. The majority of informants assessed that the current promotional strategy had not been conveyed properly due to the lack of promotion of various existing social media accounts. There are no social media accounts that are focused on being managed by the Zakat and Waqf Management Study Program, which also needs attention. Some of the media that can be maintained are Direct Marketing through the website; Social media namely: Facebook, Instagram, Youtube; Personal Selling through the presence of the promotion team to schools. Meanwhile, advertisements on radio were considered to be of no benefit because the majority had not listened to the radio, but the brochures distributed to schools had to be maintained and improved because they were highly recommended by students. Another additional promotional media suggested by students is the presence of banners on main streets or in schools. Meanwhile, the information that must be added in various promotional media includes: academic and non-academic fields. Information on academic fields that must be added is tuition fees per semester, scholarship programs and how to get them, programs or activities (eg interest and talent development activities), advantages compared to other campuses, job prospects after graduation, information on courses and learning processes. Meanwhile, information on non-academic fields that must be added are