H Humanistic Based Marketing Strategies To Enhance Private Universities’ Appeal, Competitiveness, And Student Engagement In Education

Muhammad Khoiri; Fatkurohim; Purwanto

doi:10.70062/incoils.v5i1.504

Authors

Muhammad Khoiri UIN Sayyid Ali Rahmatullah Tulungagung
Fatkurohim UIN Sayyid Ali Rahmatullah Tulungagung
Purwanto STAI Darul Hikmah Tulungagung

DOI:

https://doi.org/10.70062/incoils.v5i1.504

Keywords:

Marketing Strategy, Humanistic Approach, Private Universities

Abstract

The increasingly complex competition among private universities requires marketing strategies that go beyond promotion and product orientation, emphasizing instead the values of humanity. The humanistic approach in marketing places people as the main subject, focusing on empathy, personal communication, emotional relationships, and authenticity in building the image of educational institutions. This study aims to conceptually examine how humanistic marketing strategies can be effectively applied by private universities to attract and retain student interest. The research method used is a literature review (library research) with a descriptive-analytical approach. Data sources include journal articles, academic books, institutional reports, and policy documents relevant to the themes of higher education marketing and humanism. The findings indicate that humanistic marketing is not only relevant but also strategic in the higher education context, as it helps build stronger trust and emotional bonds with prospective students and their families. This approach emphasizes understanding individual needs, delivering meaningful messages, and strengthening institutional values that appeal to psychological and social aspects. The implication of this study is the need to reorient private university marketing strategies from a transactional approach to a relational and humanistic one.

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