<p align="center"><strong>MARKETING MIX IN AN EFFORT TO INCREASE THE INTEREST OF STUDENTS TO CHOOSE THE UNIVERSITY OF BUANA PERJUANGAN (UBP) KARAWANG THROUGH COMPETITIVE ADVANTAGE (CASE STUDY ON HIGH SCHOOL STUDENTS OF XII</strong><strong><sup>TH</sup></strong><strong> GRADE IN WEST KARAWANG)</strong></p><p align="center"><strong> </strong></p><p align="center"><strong>Dini Yani<sup>1</sup>, Mariana Rachmawati<sup>2</sup>, Puji Isyanto<sup>3</sup></strong></p><p align="center"><sup>1,2 </sup>University Widyatama</p><p align="center"><sup>3 </sup>University of Buana Perjuangan Karawang</p><p align="center"> </p><p><strong><em> </em></strong></p><p><strong><em>ABSTRACT </em></strong></p><p><strong><em> </em></strong></p><p><em>Marketing Mix In An Effort To Increase The Interest Of Students To Choose The University Of Buana Perjuangan (UBP)Karawang Through Competitive Advantage (Case Study On High School Students Of XII</em><em><sup>th</sup></em><em> Grade In West Karawang)</em></p><p><em>purpose</em></p><p><em>This study aims to test and analyze the Marketing Mix In An Effort To Increase The Interest Of Students To Choose The University Of Buana Perjuangan (UBP) Karawang Through Competitive Advantage</em></p><p><em>Design / methodology / approach</em></p><p><em>This type of research is descriptive and verification, the data are primary research of data and secondary data, the data collection techniques through questionnaires, the research sample is 325 respondents, the sampling method uses non-probability sampling with random sampling techniques. This research was tested using test validity, reliability, correlation and path analysis.</em></p><p><em>Finding</em></p><p><em>This study shows that there are differences and new findings where the research paradigm is illustrated by the relationship between the variables of excellence and interest, but in the table above and the correlation results show that the two variables have a very weak influence.</em></p><p><em>Research limitations / implications</em></p><p><em>This study limits the object items, namely student interest. Therefore the variables used in this study are limited to the marketing mix, competitive advantage and student interest in choosing Buana Perjuangan of University (UBP) Karawang.</em></p><p><em>Originality / value</em></p><p><em>The results showed that the marketing mix of interest had a significant effect, competitive advantage over interest had a non-significant effect, the marketing mix in competitive advantage had a significant effect while the simultaneous influence of marketing mix and competitive advantage on interest had a significant effect.</em></p><p><em> </em></p><p><strong><em>keyword</em></strong><em>: Marketing Mix, Competitive Advantage, Interest Students</em></p><p><em> </em></p>