| Atma Jaya Catholic University, shortly with UAJ, is a private university in Jakarta which successfully gained second rank in top of mind university in Indonesia base on Tempo magazine, May 20th 2007. However the number of new students decreased in year 2007, compared to 2006’s figures. It can be caused by several factors, such as strong competition among the private university whose number grows up with an incessant promotion strategy and lots of interesting offer, less brand equity of UAJ, lack of UAJ’s appropriation offer towards society’s demand, and lacking in promotion compared to other universities. Based on brand equity analysis, the writer concluded that UAJ has a good brand equity. In brand awareness, UAJ is well known in Jakarta, but not in other location outside Jakarta. In brand association, UAJ has 9 brand images. Those images are good education quality, bringing the Catholic values, good discipline, qualified graduate, free from ethnic-race and religion discrimination, providing good scholarship program, strategic location, qualified lecturer, and good accreditation level. In perceived quality, the average of performance (2,99) is classified as good. In brand loyalty, there is a presentation gap between switcher and committed buyer, between students and their parents. This indicates that parents still put their trust in UAJ as a good promoter, but not with their children. Based on conjoint analysis, the preference in choosing university is its good reputation name (as good as UAJ’s reputation), and the cost per credit unit is Rp 138.000,00 , followed by its quality (implying strict discipline, or having good images), and last considered factor is its facility (complete supporting facility, or good infrastructure). The UAJ’s has a good combination of these three factors, nevertheless they can be optimised further more. The UAJ’s present promotions have many weakneses, especially due to competition with other private universities whose promotions are more incessant, more interesting and offering the registration of new students and entrance test at variouse location outside Jakarta. Based on brand equity, conjoint and present promotion analysis, SWOT analysis could be performed in order to formulate some suggestions to Catholic University promotion strategy, Jakarta. |