Strategies to Increase Students' Interest in Organizing with Swot Analysis

Abstract

This study aims to formulate strategies to enhance students' interest in participating in student organizations at the Faculty of Communication Sciences, Bandung Islamic University, through a strategic management approach. The research is motivated by declining student participation rates, weak leadership regeneration, and difficulties in aligning organizational programs with students' changing needs and institutional policies. These challenges highlight the necessity for student organizations to design systematic, data-driven, and sustainable development strategies. A qualitative descriptive method was employed, with data collected through in-depth interviews with organizational leaders and faculty management, observations of organizational activities, and document analysis. The analytical process involves the use of the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices to identify key strategic internal and external factors. The organization's strategic position was subsequently mapped using the Internal–External (IE) Matrix and the Cartesian SWOT Diagram. Alternative strategies were then formulated through the SWOT Matrix and quantitatively assessed using the Quantitative Strategic Planning Matrix (QSPM) to determine priority strategies. The findings reveal that the organization's internal condition falls within the moderate category, with an IFE score of 2,660, while the external environment is classified as high, with an EFE score of 3,307. This combination places the organization in Cell II of the IE Matrix, indicating a grow and build strategic orientation. The Cartesian SWOT mapping positions of the organization in Quadrant I, with an internal axis value of 1.692 and an external axis value of 0.127, reflects dominant internal strengths and external opportunities that slightly outweigh threats. The QSPM results identify the optimization of digital media utilization and the development of innovative, student-interest-based programs as the primary strategic priority, supported by strengthened external collaboration, organizational governance reform, and improved cadre development systems. The study concludes that student organizations possess substantial potential for growth provided that the recommended strategies are implemented consistently, adaptively, and in accordance with students' evolving needs.