Strategi Komunikasi Pemasaran Dalam Menarik Calon Mahasiswa Baru Pada Lembaga Perguruan Tinggi Swasta

Abstract

Competition among private higher education institutions (PTS) in Indonesia is intensifying alongside increasing educational accessibility and high public interest in higher education. This situation compels these institutions to move beyond conventional promotion and instead devise integrated marketing communication strategies that are oriented toward the needs of prospective students. This study aims to analyze the marketing communication strategies implemented by Institut Ummul Quro Al-Islami (IUQI) Bogor to attract prospective students. Employing a descriptive qualitative approach focused on Philip Kotler’s 4P marketing mix, the research examines the implementation of product, price, place, and promotion strategies through in-depth interviews, observation, and document analysis. The findings reveal that IUQI Bogor employs competitive pricing strategies—such as phased registration fee discounts and various scholarship schemes—and integrated promotion strategies, including outreach to secondary schools, social media utilization, and the use of campus ambassadors as credible and engaging communication sources. The success of these strategies is reflected in the consistent increase in the number of applicants over the past three years. The study recommends strengthening integrated marketing communication (IMC) strategies and optimizing social media to reach prospective students from the digital generation.