Word-of-Mouth and Digital Strategies Key for Indonesian Universities' Student Recruitment

Private universities in Indonesia are navigating a highly competitive landscape, striving to attract new students amidst strong competition from public institutions. To enhance their appeal and competitiveness, these private universities are urged to adopt robust marketing strategies, with Word-of-Mouth (WoM) emerging as a particularly effective approach.

WoM marketing capitalizes on voluntary recommendations and shared experiences from existing customers, building a higher level of trust compared to traditional advertising. According to marketing experts, WoM communication, whether oral, written, or electronic, stems from personal experiences, making it a highly credible source of information for potential consumers. However, negative WoM can significantly damage a company's reputation and deter customers.

“

WoM is communication carried out orally, in writing, or electronically among people regarding their experience in buying or using a product or service.

To maximize the impact of WoM, universities are advised to implement several key strategies. Firstly, delivering exceptional service, characterized by friendliness, speed, responsiveness, and problem-solving, is paramount to creating positive experiences that encourage recommendations. Secondly, referral programs offering tangible benefits, such as discounts or loyalty points, can incentivize current students or alumni to actively promote the institution.

Furthermore, encouraging customers to share positive testimonials and reviews on social media can significantly influence prospective students' decisions. Leveraging social media platforms like Instagram, TikTok, and Facebook with engaging, educational, and interactive content is also crucial for fostering online discussions and brand visibility. Participating in events like exhibitions and bazaars can also broaden outreach and engagement.

“

WoM is the most trusted communication media because the information comes from consumers who have experienced the benefits and satisfaction of a product or service to other potential consumers.