<![CDATA[The increasing public need for formal education, especially higher education, so that private universities are competing to offer educational services and improve their quality. This research uses PLS-SEM analysis, with the research subjects being Tarumanagara University postgraduate students. The number of samples used was 20 due to time constraints and at the time this research was conducted there was a COVID-19 pandemic. The aims of this study is to examine the effect of the marketing mix consisting of product, price, promotion, location, process, people and physical evidence on decision to choose either partially or simultaneously. The sampling technique that uses is the proportionate stratified random sampling method. The result showed that: product, promotion, location, process, people and physical evidence had No. effect on the decision to choose. The price has an effect on the decision to choose. Semakin meningkatnya kebutuhan masyarakat terhadap pendidikan formal khususnya Perguruan tinggi, sehingga perguruan tinggi swasta berlomba-lomba menawarkan jasa pendidikan dan meningkatkan kualitasnya. Penelitian ini menggunakan analisis PLS-SEM, dengan subjek penelitian mahasiswa pascasarjana Universitas Tarumanagara. Jumlah sampel yang digunakan adalah 20 karena keterbatasan waktu dan pada saat penelitian ini dilakukan terjadi pandemic covid-19. Tujuan penelitian ini adalah untuk menguji pengaruh bauran pemasaran yang terdiri dari produk, harga, promosi, lokasi, proses, orang dan bukti fisik terhadap keputusan memilih baik secara parsial maupun secara simultan. Teknik pengambilan sampel menggunakan metode proportionate stratified random sampling. Hasil penelitian menunjukkan bahwa: produk, promosi, lokasi, proses, orang dan bukti fisik tidak berpengaruh terhadap keputusan memilih. Harga berpengaruh terhadap keputusan memilih.]]>
