THE IMPACTS OF MARKETING MIX ON STUDENTS CHOICE OF UNIVERSITY STUDY CASE OF PRIVATE UNIVERSITY IN BANDUNG, INDONESIA

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THE IMPACTS OF MARKETING MIX ON STUDENTS CHOICE OF UNIVERSITY STUDY CASE OF PRIVATE UNIVERSITY IN BANDUNG, INDONESIA

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Title: THE IMPACTS OF MARKETING MIX ON STUDENTS CHOICE OF UNIVERSITY STUDY CASE OF PRIVATE UNIVERSITY IN BANDUNG, INDONESIA
Author: Soedijati, Elisabeth Koes; Pratminingsih, Sri Astuti
Abstract: Higher education in Indonesia experienced massive changes in policy, governance, structure and status. These changes have an effect on the operation of higher education institutions and seen as the driving forces for intense competition in this industry. Considering all changes that higher education institutions faced with, it is realized that institutions will have to become more marketing oriented. The aim of this study is to obtain the influence of marketing mix towards students’ decision making for selecting higher education institution. The survey questions were organized based on marketing mix combination for education developed by Kotler and Fox which consists of seven elements: the program, the place, the price, the promotion, the physical facilities, the people, the process. This research employed the survey method with quantitative approach. The sample of the survey was taken randomly consists of 300 students majoring in accounting and business management, bachelor’s degree programs at Widyatama University. The collected data was analyzed by using statistical methods such as correlation analysis. The research findings indicate that marketing mix has significant and positive relationship with students’ decision making for selecting a university.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3406
Date: 2011-03-14


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