Communication Strategy for the Development of Study Program Organizers Outside the Main Campus (PSDKU) of the University of North Sumatra in Supporting the Sustainability of State Higher Education in North Nias Regency
DOI:
https://doi.org/10.59944/amorti.v5i4.1911Keywords:
Development Communication, Participatory Communication, PSDKU, Higher Education, Sustainability North Nias RegencyAbstract
The establishment of the Program Studi di Luar Kampus Utama (PSDKU) of Universitas Sumatera Utara in North Nias Regency represents an effort to expand higher education access in Indonesia’s underdeveloped, frontier, and outermost (3T) regions. However, its sustainability faces challenges related to declining student enrollment, limited institutional capacity, infrastructure constraints, and decreasing public trust. This study aims to analyze the development communication strategy implemented to support the sustainability of PSDKU as a public higher education institution in North Nias Regency. This study employed a qualitative approach using a case study design. Data were collected through observation, documentation, and in-depth interviews with university administrators, PSDKU coordinators, lecturers, education staff, students, alumni, parents, and community leaders. Data were analyzed through interactive qualitative analysis involving data condensation, data display, and conclusion verification with source triangulation. The findings show that PSDKU communication practices operate through institutional and operational communication coordinated by local management. However, communication remains predominantly top-down and technology-mediated, limiting stakeholder participation. Sustainability challenges are influenced by financial dependence, geographical barriers, limited human resource mobility, inadequate infrastructure, and negative perceptions of agricultural higher education. This study concludes that participatory development communication involving universities, local governments, schools, alumni, students, and communities is essential. The study contributes by emphasizing stakeholder-based communication, social marketing, and local potential-based institutional branding as strategies for sustaining higher education initiatives in 3T regions
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