Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement
Promotional activities with Emotional Intelligence (EI) are more effective than factual information. It is significant in Higher Educational Institutions (HEIs) marketing and reputation management. Choosing an HEI is a crucial decision. Factual information ignites the human brain’s analyt...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
IEEE
2023-01-01
|
| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/10193752/ |
| _version_ | 1797746091918098432 |
|---|---|
| author | Sabar Aritonang Rajagukguk Harjanto Prabowo Agustinus Bandur Rini Setiowati |
| author_facet | Sabar Aritonang Rajagukguk Harjanto Prabowo Agustinus Bandur Rini Setiowati |
| author_sort | Sabar Aritonang Rajagukguk |
| collection | DOAJ |
| description | Promotional activities with Emotional Intelligence (EI) are more effective than factual information. It is significant in Higher Educational Institutions (HEIs) marketing and reputation management. Choosing an HEI is a crucial decision. Factual information ignites the human brain’s analytical characteristics, making logical decisions while choosing an HEI. Promotional activities that target the emotional states push the target group to overlook logic and make emotional decisions. This paper presents a novel HEI Promotional Management Support (PMS) system that utilizes this phenomenon through sentiment analysis to enhance marketing capabilities. A Bi-Directional-Long-Short-Term-Memory (BiLSTM) network has been designed and implemented in this paper to classify the existing students’ sentiments into four classes. It classifies the sentiment with an average accuracy of 92.75%. The positive sentiment of the students is used to target the promotional content, whereas negative sentiment guides to avoid content that has the probability of raising negative concerns. The application of this novel PMS system demonstrates a 4.78% improvement in student intake over an observational period of 24 months. The unique concept, effective implementation, and remarkable result indicate that the proposed HEI Promotional Management Support System is a revolutionary application of Artificial Intelligence (AI) to improve student intake rate. |
| first_indexed | 2024-03-12T15:32:07Z |
| format | Article |
| id | doaj.art-0e34fc4f65f646059d058efc822caed5 |
| institution | Directory Open Access Journal |
| issn | 2169-3536 |
| language | English |
| last_indexed | 2024-03-12T15:32:07Z |
| publishDate | 2023-01-01 |
| publisher | IEEE |
| record_format | Article |
| series | IEEE Access |
| spelling | doaj.art-0e34fc4f65f646059d058efc822caed52023-08-09T23:01:24ZengIEEEIEEE Access2169-35362023-01-0111777797779210.1109/ACCESS.2023.329869210193752Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake ImprovementSabar Aritonang Rajagukguk0https://orcid.org/0000-0001-7397-0751Harjanto Prabowo1Agustinus Bandur2https://orcid.org/0000-0002-6225-5418Rini Setiowati3Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta, IndonesiaManagement Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta, IndonesiaManagement Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta, IndonesiaManagement Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, Jakarta, IndonesiaPromotional activities with Emotional Intelligence (EI) are more effective than factual information. It is significant in Higher Educational Institutions (HEIs) marketing and reputation management. Choosing an HEI is a crucial decision. Factual information ignites the human brain’s analytical characteristics, making logical decisions while choosing an HEI. Promotional activities that target the emotional states push the target group to overlook logic and make emotional decisions. This paper presents a novel HEI Promotional Management Support (PMS) system that utilizes this phenomenon through sentiment analysis to enhance marketing capabilities. A Bi-Directional-Long-Short-Term-Memory (BiLSTM) network has been designed and implemented in this paper to classify the existing students’ sentiments into four classes. It classifies the sentiment with an average accuracy of 92.75%. The positive sentiment of the students is used to target the promotional content, whereas negative sentiment guides to avoid content that has the probability of raising negative concerns. The application of this novel PMS system demonstrates a 4.78% improvement in student intake over an observational period of 24 months. The unique concept, effective implementation, and remarkable result indicate that the proposed HEI Promotional Management Support System is a revolutionary application of Artificial Intelligence (AI) to improve student intake rate.https://ieeexplore.ieee.org/document/10193752/Sentiment analysispromotion management systemhigher educational institutions (HEIs)student intake improvementBiLSTMmarketing capability |
| spellingShingle | Sabar Aritonang Rajagukguk Harjanto Prabowo Agustinus Bandur Rini Setiowati Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement IEEE Access Sentiment analysis promotion management system higher educational institutions (HEIs) student intake improvement BiLSTM marketing capability |
| title | Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement |
| title_full | Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement |
| title_fullStr | Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement |
| title_full_unstemmed | Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement |
| title_short | Higher Educational Institution (HEI) Promotional Management Support System Through Sentiment Analysis for Student Intake Improvement |
| title_sort | higher educational institution hei promotional management support system through sentiment analysis for student intake improvement |
| topic | Sentiment analysis promotion management system higher educational institutions (HEIs) student intake improvement BiLSTM marketing capability |
| url | https://ieeexplore.ieee.org/document/10193752/ |
| work_keys_str_mv | AT sabararitonangrajagukguk highereducationalinstitutionheipromotionalmanagementsupportsystemthroughsentimentanalysisforstudentintakeimprovement AT harjantoprabowo highereducationalinstitutionheipromotionalmanagementsupportsystemthroughsentimentanalysisforstudentintakeimprovement AT agustinusbandur highereducationalinstitutionheipromotionalmanagementsupportsystemthroughsentimentanalysisforstudentintakeimprovement AT rinisetiowati highereducationalinstitutionheipromotionalmanagementsupportsystemthroughsentimentanalysisforstudentintakeimprovement |