COMPETITION OF PRIVATE UNIVERSITIES IN INDONESIA: WHAT STRATEGIES CAN BEAT THE COMPETITORS?

Abstract

This study aims to investigate the competition of private universities in Indonesia. The research focuses on competitive strategies between universities in the new normal era using previous literature studies. Literature studies are taken from scientific articles in the last two years since the pandemic occurred in Indonesia. Relevant government regulations and policies support this research. The findings reveal four strategies that private university can adopt to beat competitors, including; student orientation strategies and social media; technology-based orientation; coordination strategy between intra-functional functions based on quality and competitiveness; government intervention and cooperation strategy. It can be concluded that the strategy to beat competitors can be obtained from empirical data in the literature. The success of private university in facing competition is to know its advantages and improve its weaknesses. Fair government intervention to support private university is urgently needed. Private universities in Indonesia need to consider effective strategies based on the experience of private universities in countries that have successfully adopted strategic management and their competitive advantages.