ANALYSIS OF TRANSACTIONAL MARKETING STRATEGIES IN ATTRACTING NEW STUDENTS

Abstract

This research was conducted to address the growing competition among higher education institutions in attracting new students. The study aimed to evaluate the effectiveness of transactional marketing strategies in increasing student enrollment at Triesakti Institute of Airlines and to identify specific techniques that generate the highest conversion rates. A qualitative research method with a descriptive design was employed, using purposive sampling to gather in-depth insights. The findings revealed that the institution successfully attracts prospective students through personalized outreach, financial incentives, digital engagement, and value-driven communication. These strategies effectively align with students’ expectations and needs. The study concludes that transactional marketing, when implemented with a targeted and student-centered approach, can significantly improve enrollment outcomes. It is recommended that the institution continue refining its strategies by integrating more data-driven personalization and enhancing digital tools to sustain competitive advantage in student recruitment.