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Ika Barokah Suryaningsih
Fakultas Ekonomi Universitas Jember
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A Model of Marketing Strategies to Increase New Student Admissions Rafni Setiyawan; Ika Barokah Suryaningsih; Mochammad Farid Afandi
ABM: International Journal of Administration, Business and Management Vol 7 No 2 (2025): December 2024 - May 2025
Publisher : LPPM Institut Teknologi dan Sains Mandala

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Abstract

This study aims to formulate an effective marketing strategy to increase the number of new student enrollments at the Institute of Technology and Business (ITB) Widya Gama Lumajang. Despite having competitive advantages such as affordable tuition fees, a strategic location, and a strong entrepreneurial vision, the institution has experienced a decline in enrollment over the past five years. Using a descriptive qualitative approach, this research employs SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix) analyses to identify internal and external strategic factors. Data were collected through in-depth interviews, observations, and documentation involving university leaders, faculty members, current students, prospective students, and parents. The findings indicate that establishing a dedicated digital content team is a top strategic priority, as social media has become the main channel through which prospective students obtain information. Additional recommended strategies include strengthening alumni and parent networks, conducting open-campus promotional events, and transforming the institution into a university to broaden academic offerings. This study concludes that market-oriented and digitally-driven marketing strategies are essential to enhancing the competitiveness of private higher education institutions amid intense educational competition
Co-Authors Abriana, Roshinta Meta Afandi, Mochammad Farid Agus Priyono Akbar, Rizqi Maulana Ilhan Akhamd Haryono Alfarisy, Fariz Kustiawan Alwan Sri Kustono Amin Amin Anggita, Reza May Arina, Yuliana Mahdiyah Daat Aris Prasetyo Azman, Heru Aulia Bambang Irawan Bambang Kuswandi Cahyani, Devina Widya Cempaka Paramita, Cempaka Chairul Saleh Choliq, Sheila Soraya Deasy Wulandari Destari, Fajar Dewi Dianasari Dewi Prihatini Diah Utami Rahayu Diana Nuril Kamilah Diana Sulianti K Tobing Dianasari, Dewi Didik Pudjo Musmedi Eksanti, Eksanti Ema Desia Prajitiasari Ema Rachmawati Etty Puji Lestari Firman Restu Hikmatullah Gusti Ayu Wulandari Handriyono Handriyono Haqi, Roikha Nurul Hary Prayogo Heny Hendrayati Heriberta Reny Heru Aulia Azman Heruddin, Heruddin Hidayat, Mochammad Amrun I Gede Bayu Wijaya I, Heriberta Reny Indah Yulia Ningsih Intan Nurul Awwaliyah Iwan Dewanto, Iwan Johan Chrisna Bintoro Kristian Suhartadi Widi Nugraha Lokaprasidha, Pramesi Markus Apriono Merinda, Shohibatun Nisa Mochammad Amrun Hidayat Mochammad Farid Afandi Mohamad Dimyati Noviasari, Rifka Arinda NURDIN, DJAYANI Nurhayati Nurhayati Nuri Nuri Nuri, Nuri Nursaidah Nursaidah, Nursaidah Pratama, Mohamad Dito Prriantono, Dwinda Purwiningsih, Driana Desy Putri Habibah Putri, Rizky Atika Salsabila Ivabianca Putrihandani, Yuani Raden Andi Sularso, Raden Andi Rafni Setiyawan Rahmawati, Yessica Gustya Ramadina, Novia Amalsya Ria Femiliana Safira, Firjin Salma Fauziyyah Samudji Samudji Santoso, Nugroho Edie Sapta Yanuar Sari, Tria Putri Novia Setiyawan, Rafni Siti Sri Wahyuni Sri Hernawati Sri Wahyu Lelly Hana Setyanti SUDARYANTO SUDARYANTO Suharsono Sukmalangga, Arnas Yulio Sumani . Sumani Sumani Susanto, Arnis Budi Suziana, Suziana Verinita, Verinita Viera Wardhani Viera Wardhani Widayanti, Andri Eko Widianingrum, Desika Wiwien Sugih Utami Yuliana Mahdiyah Daat Arina Yustri Baihaqi