The existence of universities among prospective new students depends on how the institution maintains a good image and persuasively approaches the students’ own desires. However, that is not enough. The strong local culture, namely the power of word of mouth, has its own “magic” in the existence of universities. According to the online education newspaper Kompas, the factors that influence new students’ choice of university are location, quality, accreditation, and input from seniors in high school.
This presents an opportunity for higher education institutions, especially private ones, to attract new students. In order to strengthen the bond between seniors and juniors in high school, several cities in the East Priangan region hold alumni gatherings in the form of Education Fairs (edufairs). The cities that hold these events are Garut, Sumedang, and Cianjur. Not only big cities outside Bandung are organizing these events, but the Ciparay area in Bandung Regency is also showing off its alumni gathering. “The factor that became the starting point for organizing this event was the increasing number of our students who continue to public and private universities,” added Dadan, a permanent teacher at SMAN 11 Garut.
This great opportunity was utilized by students who are members of their regional alumni associations. Widyatama University (UTama), a campus that has been in existence for 43 years, was promoted by them. The best testimonials from seniors were shared by them in education fair forums held in each community. The need for a persuasive approach, in addition to online promotion, provides emotional assurance for choosing UTama as the higher education institution where they will continue their studies. “The UTama booth in every city, especially where we participate in alumni association events, is still considered lively and attracts many visitors, both parents and students,” said Yunus, a sixth-semester student in the Faculty of Economics who is also a representative of the SMAN 1 Sumedang Alumni Association.
