EKSISTENSI NILAI (VALUE) RELIGI DALAM PERILAKU CALON KONSUMEN PERGURUAN TINGGI DI JAWA BARAT
Value is important concept in marketing since the marketing is a value exchange between two fractions, hence the value can not be ignored in the field of marketing, especially in the field of consumer behavior. This research aim is to explore the existence of value in higher educational institution west java consumers. The consumers are candidate of higher educational institutions, those are the student of high school. Through multidimensional scaling technique, this research shows that there is a value which underlining perception of consumers of higher education institution when student perceives higher educational institution attributes.
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