DOI: https://doi.org/10.14710/jati.21.2.112-120

OPTIMIZING CAMPUS PROMOTION STRATEGIES: A STUDY ON SELECTING POTENTIAL PROVINCES USING THE AHP METHOD

*Ega Adrianto scopus  -  Telkom University, Indonesia
Karina Amanda Larasati  -  Telkom University, Indonesia
Henry Dwi Prihartanto  -  Telkom University, Indonesia

Citation Format:
Abstract

Yogyakarta is recognized as a national education hub in Indonesia, characterized by intense competition among higher education institutions, which necessitates data-driven strategic enrollment management (SEM) approaches. This study aims to identify and prioritize potential provinces for campus promotion using the Analytic Hierarchy Process (AHP) as a multi-criteria decision-making method. Four academic performance–based criteria—Grade Point Average (GPA), study duration, student achievement, and bachelor’s thesis performance—were evaluated across four provinces: West Kalimantan, East Nusa Tenggara (NTT), West Nusa Tenggara (NTB), and East Kalimantan. Pairwise comparisons and consistency testing were applied to ensure reliable weighting and ranking. The results indicate that GPA is the most influential criterion, followed by study duration, student achievement, and bachelor’s thesis performance. Based on the overall priority scores, West Nusa Tenggara ranked first (1.213), followed by East Nusa Tenggara (0.748), West Kalimantan (0.407), and East Kalimantan (0.229). These findings demonstrate that integrating academic outcome indicators with geographic prioritization provides a systematic and objective basis for targeted promotion planning, supporting more effective and sustainable student recruitment strategies.

Fulltext View|Download Email colleagues
Keywords: strategic enrollment management; analytic hierarchy process; higher education management; regional mapping; multicriteria decision-making

Article Metrics:

Article Info
Section: Research Articles
Language : EN
Most cited articles
PENGARUH MOTIVASI KERJA DAN GAYA KEPEMIMPINAN TERHADAP DISIPLIN KERJA SERTA DAMPAKNYA PADA KINERJA KARYAWAN (STUDI KASUS PADA PT. PLN (PERSERO) APD SEMARANG) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PERTUMBUHAN KLASTER BATIK PEKALONGAN (STUDI KASUS PADA KLASTER BATIK KAUMAN, PESINDON DAN JENGGOT) PENERAPAN METODE QUALITY FUNCTION DEPLOYMENT (QFD) UNTUK PENGEMBANGAN DESAIN MOTIF BATIK KHAS KALIMANTAN TIMUR INDUSTRI 4.0: TELAAH KLASIFIKASI ASPEK DAN ARAH PERKEMBANGAN RISET PENERAPAN METODE OVERALL EQUIPMENT EFFECTIVENESS (OEE) DAN FAULT TREE ANALYSIS (FTA) UNTUK MENGUKUR EFEKTIFITAS MESIN RENG More cited articles
  1. Badan Pusat Statistik Provinsi Daerah Istimewa Yogyakarta. (2024). Jumlah Perguruan Tinggi1, Dosen, dan Mahasiswa2 (Negeri dan Swasta) di Bawah Kementerian Pendidikan Tinggi, Sains, dan Teknologi Menurut Kabupaten/Kota di Provinsi DI Yogyakarta, 2024. https://yogyakarta.bps.go.id/en/statistics-table/3/Y21kVGRHNXZVMEl3S3pCRlIyMHJRbnB1WkVZemR6MDkjMw%3D%3D/jumlah-perguruan-tinggi-sup-1--sup---dosen--dan-mahasiswa-negeri-dan-swasta--di-bawah-kementerian-riset--teknologi-dan-pendidikan-tinggi-kementerian-pe
  2. Canco, I., Kruja, D., & Iancu, T. (2021). AHP, a Reliable Method for Quality Decision Making: A Case Study in Business. Sustainability, 13(24), 13932. https://doi.org/10.3390/su132413932
  3. Chen, X., Xie, H., Tao, X., Wang, F. L., & Cao, J. (2024). Leveraging text mining and analytic hierarchy process for the automatic evaluation of online courses. International Journal of Machine Learning and Cybernetics, 15(11), 4973–4998. https://doi.org/10.1007/s13042-024-02203-6
  4. Fawait, A. B., & Rahmah, S. (2024). KLIK: Kajian Ilmiah Informatika dan Komputer Pengambilan Keputusan Penentuan Target Promosi Universitas menggunakan metode Analytical Hierarchy Process. Media Online, 4(5), 2607–2615. https://doi.org/10.30865/klik.v4i5.1811
  5. Ho, H., & Hung, C. (2008). Marketing mix formulation for higher education. International Journal of Educational Management, 22(4), 328–340. https://doi.org/10.1108/09513540810875662
  6. Huyen, N. T., Hai, H. Van, Lich, H. K., & Tuan, P. M. (2024). Prioritizing components of university brands by using the integrated Delphi and AHP methods. Multidisciplinary Reviews, 7(4), 2024067. https://doi.org/10.31893/multirev.2024067
  7. Indrayana, M., & Utomo, D. S. (2022). Selection of promotional media with the integration of AHP Fuzzy and TOPSIS (case study in a study program). Journal of Industrial Engineering and Halal Industries, 3(1), 35–40. https://doi.org/10.14421/jiehis.3487
  8. Liga Mayola, Afdhal, M., & Rita. (2023). Analytical Hierarchy Process (AHP) dalam Seleksi Penerimaan Mahasiswa Baru. Jurnal KomtekInfo, 10(2), 81–86. https://doi.org/10.35134/komtekinfo.v10i2.371
  9. Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225–245. https://doi.org/10.1080/0965254X.2018.1496131
  10. Maulana Malik Ibrahim, M. S. (2024). DECISION STRATEGY TO INCREASE THE MARKET SIZE OF EPLC. 7, 9140–9151
  11. Oh, S. (2021). The AHP Analysis of University Marketing Communications Based on Promotion Mix: Evidence from Korea. Research Article, 20(6), 1–8. https://www.abacademies.org/articles/the-ahp-analysis-of-university-marketing-communications-based-on-promotion-mix-evidence-from-korea-12642.html
  12. Palasara, N., Herdiansyah, F. H., Prasetyo, F., Siwi, A., & Sinnun, A. (2022). Implementasi Metode Analytical Hierarchy Process (AHP) untuk Analisis Pemilihan Aplikasi Sekuritas Saham Pemula. Jurnal Sistem Dan Teknologi Informasi (JustIN), 10(2), 249. https://doi.org/10.26418/justin.v10i2.53827
  13. Petrillo, A., Salomon, V., & Tramarico, C. (2023). State-of-the-Art Review on the Analytic Hierarchy Process with Benefits, Opportunities, Costs, and Risks. Journal of Risk and Financial Management, 16(8), 372. https://doi.org/10.3390/jrfm16080372
  14. Pusdatin Kemendikdasmen. (2025). Jumlah Data Satuan Pendidikan (DIKTI) per Prov. D.I. Yogyakarta. https://referensi.data.kemendikdasmen.go.id/pendidikan/dikti/040000/1
  15. Smith, C., & Harris, L. (2021). Faculty involvement in strategic enrollment management at North American postsecondary educational institutions. Strategic Enrollment Management Quarterly, 8(4), 23–32. https://www.researchgate.net/profile/Clayton-Smith-6/publication/348687061_Faculty_Involvement_in_Strategic_Enrollment_Management_at_North_American_Postsecondary_Educational_Institutions/links/600d8d8c299bf14088bab9f2/Faculty-Involvement-in-Strategic-Enro
  16. Thomas L. Saaty. (1980). The Analytic Hierarchy Process (2nd, berilus ed.). McGraw-Hill International Book Company, 1980. https://books.google.co.id/books/about/The_Analytic_Hierarchy_Process.html?id=Xxi7AAAAIAAJ&redir_esc=y
  17. Tighnavard Balasbaneh, A., Aldrovandi, S., & Sher, W. (2025). A Systematic Review of Implementing Multi-Criteria Decision-Making (MCDM) Approaches for the Circular Economy and Cost Assessment. Sustainability, 17(11), 5007. https://doi.org/10.3390/su17115007
  18. Ürer Erdil, D., Tümer, M., Nadiri, H., & Aghaei, I. (2021). Prioritizing Information Sources and Requirements in Students’ Choice of Higher Education Destination: Using AHP Analysis. Sage Open, 11(2). https://doi.org/10.1177/21582440211015685
  19. Yaqin, A. M. ‘Ainul, Rosyid, M. J., Leksono, V. A., & Wantira, A. D. (2024). A Preference-Oriented Multi-Criteria Decision Model for Stunting-Prevention Food Basket Ranking using AHP-TOPSIS. Jurnal Teknik Industri, 26(2), 145–156. https://doi.org/10.9744/jti.26.2.145-156
  20. Yusof, N. A. M., & Salleh, S. H. (2013). Analytical Hierarchy Process in Multiple Decisions Making for Higher Education in Malaysia. Procedia - Social and Behavioral Sciences, 81, 389–394. https://doi.org/10.1016/j.sbspro.2013.06.448

Last update:

No citation recorded.

Last update: 2026-05-24 11:22:58

No citation recorded.