The Effect of Marketing Mix on Student Decision to Choose a Private University

Authors

  • Bonar Bangun Jeppri Napitupulu Universitas Insan Pembangunan Indonesia, Indonesia
  • Dwi Ferdiyatmoko Cahya Kumoro Universitas Insan Pembangunan Indonesia, Indonesia
  • Masduki Asbari Universitas Insan Pembangunan Indonesia, Indonesia https://orcid.org/0000-0003-2460-9171
  • Multi Nadeak Sekolah Tinggi Teknologi Bandung, Indonesia

DOI:

https://doi.org/10.4444/jisma.v2i3.420

Keywords:

Product, price, place, promotion, people, process, physical evidence, students' decisions

Abstract

The purpose of this study was to examine and analyze the influence of the marketing mix elements which include product, price, place, promotion, people, process, and physical evidence on students' decisions to choose one of the private university campuses in Tangerang. This research uses primary data through a survey of 245 active students at the university concerned with the even semester of the 2022/2023 academic year. The collected data were processed and analyzed using SmartPLS software. The results of this study indicate that the seven factors of the marketing mix (marketing mix) have a positive and significant effect on the student's decision to choose to study at their current campus. An in-depth analysis of the managerial and social implications of the results of this study is discussed further in the body of this article.

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Additional Files

Published

2023-07-28

How to Cite

Napitupulu, B. B. J. ., Kumoro, D. F. C. ., Asbari, M., & Nadeak, M. . (2023). The Effect of Marketing Mix on Student Decision to Choose a Private University. Journal of Information Systems and Management (JISMA), 2(3), 110–119. https://doi.org/10.4444/jisma.v2i3.420

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