Model for increasing interest in enrolling in private universities based on a segmentation, targeting, and market positioning strategy in Indonesia

Abstract

This study aims to examine the factors that influence interest in enrolling in private colleges in the DKI Jakarta area, with a focus on how the Segmentation, Targeting, and Positioning (STP) strategies of these colleges affect student enrollment decisions. The research addresses a gap in understanding how these marketing strategies impact enrollment in this specific region, which has not been widely studied. Using a survey method with a quantitative approach, the study explores aspects like accreditation, ranking, and clustering of colleges. Data were collected from 283 non-official and non-religious colleges, with a sample of 166 colleges, through questionnaires sent to policymakers. The data were analyzed using descriptive statistical methods and Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis. The results show that the segmentation strategy is particularly successful, while the targeting and positioning strategies are moderately effective. Unlike previous studies that generalize the effects of marketing strategies on college enrollment, this research offers a detailed analysis specific to the DKI Jakarta region. The hypothesis testing confirms that segmentation, targeting, and positioning strategies positively influence enrollment interest, both individually and together. However, the study is limited to one region and one type of college, indicating a need for further research in different contexts. The study concludes with recommendations to strengthen each part of the STP strategies by addressing identified weaknesses to improve their overall impact.