Analisis Efektivitas Sosialisasi Visi dan Misi di Magister Manajemen FEB Universitas Trisakti

Vision, Mission, Goals, and Objectives (VMTS) are fundamental strategic elements in the governance of higher education institutions that guide the implementation of the Tridharma and ensure academic quality. This study aims to analyze the effectiveness of VMTS socialization and evaluate the most effective communication channels according to stakeholders in the Master of Management Study Program at FEB Universitas Trisakti. This descriptive quantitative research uses a survey method with a 5-point Likert scale questionnaire. The research respondents consist of 78 stakeholders, including students, lecturers, educational staff, and alumni/graduates' users. The results of this study indicate that the majority of respondents have heard, known, and understood the Vision, Mission, Goals, and Objectives of the Master of Management Study Program at Universitas Trisakti. The findings show that the level of understanding among the academic community regarding VMTS is categorized as very high, with 88.5% of respondents understanding the vision, 89.7% understanding the mission, and 87.2% understanding the goals and objectives of the study program. As many as 84.6% of respondents assess that VMTS has been implemented in academic operational activities. In terms of communication channels, direct socialization (face-to-face/Zoom) is rated as the most effective (72.4%), followed by social media (60.7%) and the official website (40.5%). The implications of this study demand that program managers implement a hybrid communication strategy (omnichannel communication) that combines the interactive strengths of direct media with the broad reach of digital media to maintain the sustainability of VMTS understanding.