Higher Education Marketing Strategy: Comparative Study of State Islamic High Education Institution and State Higher Education

Abstract

The increasing of State Islamic High Education Institutions (PTKIN) in Aceh is contradictory with the minimum interest of Acehnese to study PTKIN. This phenomenon shows an anomaly in Acehnese religiosity level. This paper aimed to seek higher education (HE) marketing strategies in Aceh and to describe the reason for Acehnese low interest in PTKIN. A mixed method was used in this research; meanwhile, an explanatory sequential design was chosen to be the research design. This research was done in 3 PTKIN and 3 State Higher Education (PTU) in Aceh, where 60 Acehnese students were chosen as respondents. Besides quantitative data, qualitative research was done by interviewing, observing, and studying documentation to get more information. The result showed that the products (departments and accreditation) significantly affected students' interest in HE. This article suggested that PTKIN add more departments to present many choices for society as a place to study at a high education level.