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Susilawati, Ramdani, Solihin, Riyanto & Tran: Business Competitiveness Based on Community Preferences.  \nBusiness Competitiveness Based on Community Preferences in an Indonesian Private University: A Case Study of Garut  \nRegency, Indonesia  \nWati Susilawati1*, Risma Muhamad Ramdani2, Rofi Solihin3, Agus Riyanto4, and Dũng Anh Tran5  \nAbstract  \nThis research aims to investigate business competitiveness in Indonesian private universities. This qualitative research used literature review and survey as the data collection methods. Using purposive sampling technique, the research sample involved high school students and parents of students in Garut regency. Conjoint analysis method was applied with the assistance of SPSS software. The research findings indicate that the primary attribute considered in selecting private universities is accreditation. The findings affirm that the accreditation attribute holds significant influence in decision-making, outweighing other attributes such as facilities, tuition fees, promotions, and college location. Furthermore, the research results also indicate that parents of high school students share similar preferences with the high school students regarding the importance of accreditation attributes. These findings indicate the importance of enhancing academic quality and facilities in private universities, which directly impacts public perception and future prospects of their education and survivability.  \nKeywords: Preferences, Facilities, Costs, Accreditation, Location, Promotion  \nJEL: I20 SGD: SDG 4  \n1* Universitas Garut, Garut, [Indonesia. Corrsponding author:](Indonesia. Corrsponding author: w.susilawati@uniga.ac.id)[ ](Indonesia. Corrsponding author: w.susilawati@uniga.ac.id)[w.susilawati@uniga.ac.id](Indonesia. Corrsponding author: w.susilawati@uniga.ac.id)  2 Universitas Garut, Garut, Indonesia  \n3 Universitas Garut, Garut, Indonesia  \n4 Universitas Komputer Indonesia, Indonesia  \nAABFJ Volume 18, Issue 5, 2024. Susilawati, Ramdani, Solihin, Riyanto & Tran: Business Competitiveness Based on Community Preferences.  \n5 Van Hien University, Vietnam  \nINTRODUCTION  \nEducation is a conscious and planned effort to create a learning atmosphere that enables learners to develop their diverse potentials, including spiritual strength, self-control, personality, intelligence, noble character, and skills necessary for themselves and the progress of society, nation, and state (Pristiwanti et al., 2022) . Universities play a role as the highest educational institutions where the learning process takes place, making them a place for the development of various disciplines and the preparation of graduates. Moreover, universities also act as agents in economic growth by contributing through entrepreneurship formation and improving the quality of graduating human resources, which in turn will enhance the quality of the workforce, productivity, and production capacity, leading to the economic growth of a country (Sedyati, 2022) . In line with the Republic of Indonesia Law Number 2 of 1989, which asserts that national education aims to enlighten the nation's life and develop Indonesian humans holistically, covering various aspects such as faith, morals, knowledge, skills, health, personality, social responsibility, and nationalism. Education is considered amandate from the nation's founders and must be a top priority carried out in accordance with applicable laws. Education is an essential element in the life of a nation, involving various components such as teachers, students, learning objectives, learning facilities, and educational contexts.  \nIn the modern era where higher education has become a commercialized commodity, higher education institutions need to strategically reshape their image through various innovations to develop more competent human resources. This will support the advancement of a country's economy by creating sustainable universities and more prepared","cbCaiqtYC42n8hj2","https://ap.wps.com/l/cbCaiqtYC42n8hj2","pdf",194663,22,"English","# Introduction\n## Education and university competitiveness\n## University branding and market dynamics\n## Higher education context in Indonesia\n## Study focus and background","[{\"question\":\"What method is used to assess business competitiveness in Indonesian private universities?\",\"answer\":\"The study uses qualitative research combining literature review and surveys. Conjoint analysis is applied with SPSS support to evaluate decision-making attributes.\"},{\"question\":\"Which attribute most strongly influences students when selecting a private university?\",\"answer\":\"Accreditation is identified as the primary attribute. It has a significant influence and outweighs facilities, tuition fees, promotions, and location.\"},{\"question\":\"Do parents and high school students share the same preferences?\",\"answer\":\"Yes. Parents of high school students show preferences similar to the students, especially regarding the importance of accreditation attributes.\"}]","Business Competitiveness Based on Community Preferences in an Indonesian Private University - A Case Study of Garut Regency, Indonesia - Volume 18 - Issue 5 | PDF",55]