<![CDATA[The intense competition between public and private universities in Banyuwangi district in finding a sufficient number of new students is an interesting phenomenon. The purpose of this research is to find out an appropriate strategy to fulfill the adequacy rate of new student candidates at University of PGRI Banyuwangi (UNIBA). This research was conducted in Banyuwangi district with 200 samples of public and private high school / vocational students, 20 Counseling Guidance teachers, 200 student’s parents and 50 new students who are studying in the first semester. The research instruments used in this study are questionnaires and interviews. This study used a qualitative approach, then data were analyzed using SWOT. The result of this studyis a form of implementing an aggressive SWOT strategy as follows: 1) Strengths-Opportunities (S-O) Strategy, 2) Strenghts-Threats (S-T) Strategy, 3) Weaknesses-Opportunities (W-O) Strategy. 4) Weaknesses-Threats (W-T) Strategy]]>
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