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All Journal Jurnal Pustakawan Indonesia JAM : Jurnal Aplikasi Manajemen EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business Nusantara Journal of Information and Library Studies (N-JILS) Jurnal Ilmiah Edunomika (JIE) Community Engagement and Emergence Journal (CEEJ) Jurnal Riset Bisnis dan Manajemen Jurnal Manajemen dan Bisnis Kreatif Jurnal Abdimas Bina Bangsa Jurnal Pustakawan Indonesia Jurnal Informatika Ekonomi Bisnis Journal of Economics and Management Scienties Escalate : Economics and Business Journal
Cucu Hodijah
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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Journal : JAM : Jurnal Aplikasi Manajemen

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Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making Effendi, Marwan; Bumandava Eka, Andi Primafira; Nazara, Desman Serius; Hodijah, Cucu; Yuwanda, Tonny
Jurnal Aplikasi Manajemen Vol. 22 No. 4 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.04.12

Abstract

Business competition does not only occur in a company. Universities also compete with each other to get students. A strategy is needed to strengthen the attractiveness of institutions amidst increasingly tight competition. This study aims to identify factors that influence students' decisions in choosing universities in West Java, with an emphasis on the role of Integrated Marketing Communications, Customer Relationship Management, and Service Quality. The survey method was conducted online and offline on 561 respondents, with 243 respondents meeting the criteria. Data collection was conducted through a validated questionnaire. The results of path analysis showed a significant relationship between Integrated Marketing Communications and Customer Relationship Management with students' Choice Decisions. However, although Service Quality did not have a significant direct relationship with Choice Decision. This study also highlights the importance of maintaining high service standards to maintain student satisfaction. Moderating the effect of gender on the relationship between service quality, the choice decision implies that the university should harness a gender-related approach.
Co-Authors Ade Nurhayati Kusumadewi Ajeng Intan Legi Novita Sarip Albar, Fauzan Manafi Amna, Amna Bumandava Eka, Andi Primafira Deden Sutisna Delis Fathonah, Neneng Dewatmoko, Santo Farhan Hamdalah Gusyana, Dadang H.ASEP, H. ASEP JAMALUDIN,SE.,MM Hendrayani, Eka Hendriyanto, Yoga Heriyana, H Intan, Amalia Juliana Monika Kurniadi, Wandi Kusnara, Hasti Pramesti Maria, Santi Mariana F, R.Adjeng Mariana Rachmawati Marwan Effendi Melda Yunita Munziar, Fahri Munziar, Fakhri Nazara, Desman Serius Novitasari, Yuli Nugroho, Anton Priyo Priyana, Indarta Rahayu, Hilda Sri Rika Solihah, Rika Santo Dewatmoko Sri Yulianti Suharno Pawirosumarto Suprianto, Ghalib Suryathi, Wayan Tarigan, Miska Irani Teuku Zulkarnaen Tonny Yuwanda Umban Adi Jaya Yuaningsih, Lilis