Designing a marketing strategy with a consumer behavior approach at STIDKI Ar Rahmah Surabaya

Sekolah Tinggi Ilmu Dakwah dan Komunikasi Islam (STIDKI) Ar Rahmah Surabaya has been experiencing a significant decrease in the number of participants at the test stage in new student admissions since 2015; so this has caused losses because the chances of getting qualified student candidates are getting smaller, while the costs incurred are not small. This study seeks to find a solution in order to maintain the number of registrants or increase the number of PMB test participants by designing an effective marketing strategy with a consumer behavior approach. The research was conducted using qualitative methods, interviewing applicants who did
not take the test and the students to obtain primary data and analyze new student admission documents as a secondary data source. From the data obtained, a focus group discussion was carried out with STIDKI management members who were directly involved in the admission of new students, and the result was that STIDKI Ar Rahmah would focus on various efforts to (1) become a favorite campus for memorizing the Quran, (2) increase the role of lecturers in institutional cooperation and capitalize on Quran lecturers who have international qualifications, (3) involve students in marketing to schools, especially their home schools, and (4) apply a registration fee at the time of new student admission.