THE IMPACTS OF MARKETING MIX ON STUDENTS CHOICE OF UNIVERSITY STUDY CASE OF PRIVATE UNIVERSITY IN BANDUNG, INDONESIA
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Date
2011-03-14
Journal Title
Journal ISSN
Volume Title
Publisher
2nd International Conference on Business and Economic Research (2nd ICBER 2011)
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.
Description
Keywords
marketing mix, higher education