<![CDATA[This study aims to analyze the correlation between students' academic achievements and the effectiveness of campus promotion in attracting new prospective students. Academic performance is often used as an indicator of educational quality in higher education and is frequently highlighted in promotional strategies. However, the direct relationship between student academic achievement and campus promotion success has not been fully understood. This research utilizes the Apriori method in data mining to discover hidden patterns related to student academic performance and campus promotion. The data analyzed include undergraduate students from the 2017–2019 cohorts at STMIK Kaputama Binjai, with variables such as study programs, GPA, school background, and major during high school. The results indicate a significant correlation between academic achievement and the effectiveness of campus promotion, which can be used by institutions to develop more targeted promotional strategies. By leveraging data mining, universities can more effectively identify potential student segments and enhance the overall image of the institution.]]>
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