<![CDATA[This study aims to analyze the application of Business Intelligence (BI) using Tableau in the new student admission process at ABC University. Tableau is used to visualize admission data for the period 2021 to 2023, including the number of applicants, geographic distribution, and course preferences. The research methodology involves data collection, cleaning, and integration which is then visualized in an interactive dashboard. The results showed a decrease in the number of applicants during the study period, with the lowest applicants in 2024. Geographic distribution analysis shows that DKI Jakarta and West Java provinces still dominate, indicating the need for expansion in conducting promotions and also data-based marketing strategies. In addition, the shift in the interest of applicants from Communication Science study programs to Pharmacist and Management Professions is an important finding, indicating a changing trend in prospective students' preferences for the fields of Communication Science and Business. This study concludes that the implementation of BI using Tableau provides significant benefits in improving the efficiency of decision-making, expanding the range of admissions, and strengthening the competitiveness of ABC University amid changing educational trends. The findings contribute to the literature related to BI implementation in the education sector and recommend further development to optimize university management in the future]]>
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