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BAYU KURNIAWAN
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Pengaruh Marketing Mix dan Kualitas Pelayanan terhadap Keputusan Masuk Universitas dengan Kepercayaan sebagai Variabel Mediasi: Studi Kasus Maba Manajemen Universitas Persatuan Guru Republik Indonesia Semarang Atania Rosyada; Bayu Kurniawan; Ratih Hesty Utami Puspitasari
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 5 No. 1 (2026): Maret 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v5i1.7865

Abstract

This study examines the influence of marketing mix and service quality on university enrollment decisions, with trust as a mediating variable, among new students of the Management Study Program at Universitas Persatuan Guru Republik Indonesia Semarang in 2025. Employing a quantitative approach and Structural Equation Modeling (SEM) with AMOS on 159 respondents, results reveal that service quality positively and significantly affects enrollment decisions (p=0.018), as does trust (p=0.011). Conversely, marketing mix shows no significant effect on trust or enrollment decisions, either directly or through trust mediation. The failure of marketing mix as a predictor is attributed to the post-pandemic homogenization of promotional strategies among private universities, where prospective students — increasingly positioned as rational consumers — no longer differentiate institutions based on conventional marketing signals. Instead, they rely on direct experiential evidence such as staff responsiveness, administrative clarity, and facility availability as primary decision-making anchors. Theoretically, this study reinforces service-dominant logic by confirming the primacy of service quality over marketing mix in competitive private higher education markets, while affirming a paradigm shift from marketing-driven toward service-driven institutional strategy. Practically, university management is advised to reallocate resources from conventional promotional budgets toward frontline staff training, administrative process optimization, and campus facility upgrading as the primary strategy for attracting prospective students.
Co-Authors Abd. Rasyid Syamsuri Alfin Damayanti Alvina Kusumaningrum Ananda Shabrina Putri Gunawan Anistia Dewi Muflikhah Antik Kristyaningsih Aprillia Suryani Pujiastuti Ardi Kurniawan Assegaf, Syaipul Atania Rosyada B. Jessediaz Ryswara Hati Bayu Kurniawan Chadiyan Faturachman Chadyan Faturohman David Abdul Kholiq Enik Oktafiana Erni Ernanda Ersa Fadilla Darmawati Putri Fadjar Darmaputra Farah Chalida Hanoum Fithri Widyannita Yarisma Fitri Dwi Jayanti Fitria Dita Kurniasari Gilang Cahya Nusantara Gultom, Henry Casandra Heri Prabowo Hidayati, Armawati I Nyoman Dedi Arimawan I Nyoman Dedi Arimawan Ika Indisari Ika Menarianti, Ika Inayatur Rosidah Indriasari, Ika Jarmadi Setiawan Khusnul Khotimah Lestari, Utami Puji Lifiya Kholifatunnisa Mara Qonitatillah Meishella Sismi Indah Rahayu Melysa Ika Erfiana Miftakhul Huda Mudiansyah, Puja Mukharomah Mukharomah Musfirotul Ainiyah Mutiara Tresna Parasetya Ninik Ambarwati Noventia Karina Putri Novia Dewi Nuriyadi, Anggia Nurlita Nazma Prameswari Nurul Ratnawati, Nurul Oky Agustina Prianka Ratri Nastiti Putri Rahma Dhani Qristin violinda Ratih Hesty Utami Ratih Hesty Utami Puspitasari Revan Danu Aji Rita Meiriyanti Riza Dian Cahyani Rosyadi, Raden Ibnu Roza Yulida Rr Hawik Ervina Indiworo Rr. Hawik Ervina Setyorini, Noni Shofif Sobaruddin Akbar Shonda Paulina Martines Siska Widayanti Siti Nur Mahmudah Sugiyanto Sugiyanto Sutrisno Sutrisno Valadeva Izzulhaq Vita Adi Meli Yana Wahyu Ika Pramono Yanuar Yulianto Yuanita Rizky Mamluati Yunita Ayu Maulidiyah Yusuf Ehza Putra