Author(s): Euis Eka Pramiarsih, Iwan Gunawan, Cucu Lisnawati, Popon Mariam
Private universities as one of the economic actors need to prepare themselves to survive and continue to develop. The level of competition for quality and quantity is great and is increasingly attractive among private universities, indicating that currently competition in the world of education is inevitable. In order to maintain their existence, educational institutions, especially private universities, are required to be able to market superior educational service products in order to overcome and face intense competition. The purpose of this study is to analyze marketing management which can increase the quantity of students at private universities of Langlang Buana Bandung. The research method applied is qualitative research methods, data analysis techniques for research using triangulation techniques. Researchers use participatory observation, in-depth interviews, and documentation. The analysis of the research results shows that there is an increase in the quantity of new students at private universities-UNLA, this will not be separated from the quality possessed by the private universities-UNLA Bandung and quality is a dynamic condition related to products, services, people, processes, and the environment. Schools that have met the target of marketing management in private universities-Unla Bandung.