Analysis of the Effectiveness of Higher Education Promotion Strategies for New Students Enrollment: A Case Study at NIPA School of Administration Jakarta

Abstract

Based on data from the Higher Education Database (PDDikti), in 2023, the number of higher education institutions in Indonesia reached 4523, marking a 1.465% increase from the previous year, which had 3,107 institutions. With the rising number of higher education institutions in Indonesia, competition for student recruitment is becoming more intense. NIPA School of Administration Jakarta continuously works to enhance its appeal and visibility by optimizing its promotional strategies. The number of applicants increased by 28.82% from 2020 to 2021 but significantly decreased by 27.25% in 2021-2022 and by 14.48% in 2022-2023, despite the promotional and marketing budget increasing each year. This could be due to a gap between the marketing platforms used and the preferences and behaviors of the target market. This study aims to determine the effectiveness of the promotional strategies and the consumer behavior shaped by NIPA School of Administration Jakarta’s promotional content. The research method used is mixed-method, combining qualitative and quantitative approaches. Data analysis used an explanatory sequential design. The quantitative research population consists of new students from the 2024 cohort, selected using random sampling techniques. Based on the research findings, promotional efforts must be more varied, such as developing more tailored campaigns for different study programs, leveraging students as part of the promotional team, and enhancing the effectiveness of word-of-mouth marketing.