Higher Education Marketing Strategy Through 7P To Increase Public Interest (Case Study at STKIP PGRI Trenggalek)

Abstract

This research aims to find an in-depth picture regarding Higher Education Marketing Strategies through 7P to Increasing Public Interest. This research uses a qualitative method with a phenomenological approach, a type of field study with a case study design. Data collection techniques include in-depth interviews, direct observation, and documentation review. Data analysis using Triangulation compares and cross-checks the degree of trustworthiness of information obtained through different sources. Research locus at STKIP PGRI Trenggalek. Research results show 7P, product (various services offered), price (relatively cheaper than other universities). Place (location, very strategic and easy to access), Promotion (carried out internally and externally), People (competent and qualified lecturers and employees), Physical Evidence (facilities and infrastructure that meet the requirements to support lectures). Process (The process of lecture activities that can meet student needs). Analysis results via SWOT to determine strengths, weaknesses, opportunities, and challenges. Knowing the strengths that STKIP PGRI Trenggalek has, it can be utilized to improve weaknesses and use existing opportunities to avoid threats from external factors. Incessant promotions and always prioritizing service have increased its image and resulted in the number of enthusiasts always increasing.