<![CDATA[Guidance and Counseling (BK) programs in higher education have a strategic role in supporting student well-being, especially in the midst of academic, social, and emotional challenges. This study aims to evaluate the current condition of the BK program, identify the main obstacles, and formulate optimization strategies that are more targeted. A qualitative approach through literature study and document analysis was used to examine the effectiveness of counseling services in higher education. The results showed that counseling programs in higher education still face limitations, such as minimal budget, lack of professional counselors, and low accessibility of services. Recommended optimization strategies include the implementation of digital technology for online counseling, improving counselors' competencies through continuous training, a student needs-based approach through regular surveys, and collaboration between units in higher education to raise awareness of the importance of counseling services. The optimization of counseling programs has significant implications for students and educational institutions. Improved service quality can support students' mental well-being, improve their adaptability, and prepare them for the world of work. For institutions, this optimization contributes to the reputation and attractiveness of the campus, while increasing student retention rates. This research confirms the importance of continued investment in counseling programs to create an academic environment that supports students' mental health and success.]]>
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