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Higher education institutions (HEIs) in Indonesia are facing challenge due to tight regulatory environments, and decrease state funding. University managers have an opportunity to leverage targeted marketing strategies in order to increase their institutions market share in student segment. The purpose of this study was to explore the choice of university marketing strategies by millennial to increase student enrollment in higher education programs. The traditional marketing mix and the Ps of marketing theory as well as digital marketing strategies comprised the study conceptual framework. Qualitative research approach by using semi structured interviews were conducted with two currently enrolled students and two prospective students combined with two university marketing administrator from the higher education sector, who were selected by purposive sampling. Data were audio recorded, transcribed, member checked, and then coded for themes. Emergent themes describe the critical elements considered when choosing a university marketing media as source of information in HEIs. A significant finding of the study was that appropriate use of digital media including social media as favored source of information about university to study. The article also suggests strategies for the implementation of university marketing media in ways that are likely to have a positive impact on attracting prospective students. Marketing managers and practitioners in higher education, organizational strategy leaders, and policy makers may use these findings to understand the preferred source of information by students, which may contribute to the growth of student enrollment.