POSITIONING OF HIGHER EDUCATIONAL INSTITUTION FROM THE PERCEPTION OF STUDENT CANDIDATES OF WEST JAVA HIGHER EDUCATIONAL INSTITUTION
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Date
2010-07-15
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Abstract
West Java is the most populous province in Indonesia and it is the buffer province to the capital city of Indonesia,
Jakarta. The position makes this province strategically important for foreign investors or companies to expand their
business to Indonesia. This can be the starting point for the companies or investors to enter new markets. The
management of companies needs essential market knowledge or information that could guarantee their steps,
especially in higher education market. The main research goal of this paper is to provide some knowledge or
information about the west java market, especially in the positioning of some higher education institution in
Bandung.
The research discussed in this paper has been conducted on two levels. The first part investigated some modal
salient believes that has been evaluated by universities or higher education student candidates, and then, based on
their modal salient believes, we mapped the perception of university student candidates on universities attributes. In
the second part of the study, we have mapped the perceptions of higher education student candidates through
multidimensional scaling technique. The research shows among other findings that higher educational student
candidates make perceptions based on value, especially religious values. This paper would also make some
recommendations on the positioning of higher education in West Java.
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Keywords
Positioning, Multidimensional Scaling, Factor Analysis, High School Student Candidates, Perceived Quality, dyadic