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All Journal Branding: Jurnal Manajemen & Bisnis
Muhamad Wahyu Wicaksono
Universitas Indonesia Membangun, Bandung
Economics, Econometrics & Finance

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THE INFLUENCE OF PRODUCT, PRICE, AND LOCATION ON STUDENTS' DECISIONS IN CHOOSING HIGHER EDUCATION INSTITUTIONS: A STUDY OF UNIVERSITIES WITH "GOOD" ACCREDITATION IN BANDUNG Muhamad Wahyu Wicaksono; Ezra Karamang; Iqbal Insanul Kamil
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.58027

Abstract

This study aims to analyze the influence of product, price, and location on students’ decisions in choosing higher education institutions accredited as “Good” in Bandung. A quantitative approach with multiple linear regression analysis was employed. The findings reveal that, partially, only the product variable has a positive and significant effect on students’ decisions, while price and location have no significant influence. Simultaneously, the three variables significantly affect students’ decisions, explaining 47.9% of the variance, while the remaining 52.1% is influenced by other factors outside the research model. These findings indicate that educational product quality, including lecturers, academic services, facilities, and graduate career prospects, is the main consideration in institutions selection. Therefore, universities should prioritize improving educational service quality to enhance competitiveness.
Co-Authors Iqbal Insanul Kamil Karamang, Ezra