OPTIMIZING ENROLLMENT: DIGITAL MARKETING STRATEGIES FOR NEW STUDENT ACQUISITION IN PRIVATE UNIVERSITIES AT JAKARTA BARAT REGION

Abstract

OPTIMIZING ENROLLMENT: DIGITAL MARKETING STRATEGIES FOR NEW STUDENT ACQUISITION IN PRIVATE UNIVERSITIES

AT JAKARTA BARAT REGION

Totok Sediyantoro

Institut Sains dan Teknologi Al-Kamal

totok@ista.ac.id

Abstract

Amidst the intense competition among private higher education institutions in Indonesia, particularly in West Jakarta, the use of digital marketing has become a key strategy to attract prospective students. This study aims to analyze the impact of digital marketing strategies on increasing new student enrollment and, consequently, revenue for private universities. Focusing on Search Engine Optimization (SEO) and social media marketing techniques, this research examines the effectiveness of these methods in attracting prospective students.

The study was conducted by collecting quantitative data through content analysis from the websites of universities that are accredited as "Good" and have less than 500 new student enrollments per year. This analysis aims to identify the correlation between digital marketing activities and an increase in student enrollment. Subsequently, the data obtained were analyzed using SPSS software to compare the effectiveness of SEO versus social media marketing.

The results are expected to provide new insights into the most effective digital marketing strategies for private universities in West Jakarta, enabling them to allocate their resources more efficiently and increase new student enrollments. This study also offers strategic recommendations for private university managers to optimize their marketing campaigns in order to enhance enrollments and revenue.

Keywords: New Student Enrollment, Digital Marketing, SEO, Social Media, Private Higher Education, West Jakarta, Quantitative Analysis, SPSS.