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All Journal Journal of Information Systems and Management Indonesian Journal of Management and Economic Research
Bonar Bangun Jeppri Napitupulu
Universitas Insan Pembangunan Indonesia, Indonesia
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Marketing Mix on Student Decision to Choose a Private University Bonar Bangun Jeppri Napitupulu; Dwi Ferdiyatmoko Cahya Kumoro; Masduki Asbari; Multi Nadeak
Journal of Information Systems and Management (JISMA) Vol. 2 No. 3 (2023): June 2023
Publisher : AGUSPATI RESEARCH INSTITUTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.4444/jisma.v2i3.420

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.
Marketing Mix Strategies for Private Schools: Impact on Parental Decision-Making Bonar Bangun Jeppri Napitupulu; Nelson Silitonga; Rachma Nadhila Sudiyono; Dewiana Novitasari; Sukriyah; Tias Pramono; Jainuri; Masduki Asbari; Multi Nadeak
International Journal of Management and Economic Research (IJOMER) Vol 1 No 01 (2024): Indonesian Journal of Management and Economic Research
Publisher : Yayasan Aya Sophia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70508/jf44nm47

Abstract

The purpose of this study is to examine and analyze the effect of marketing mix elements which include product, price, place, promotion, people, process, and physical evidence on parents' decisions in choosing a school for their children. This study uses primary data through a survey of 175 parents of active students who live in Tangerang. The collected data were processed and analyzed using SmartPLS software. The results of this study indicate that the six factors of the marketing mix have a positive and significant effect on the decision of parents to choose a school for their children, except for process factors that do not influence parents' decisions in choosing a school for their children An in-depth analysis of the managerial implications for school management and the social implications for society of the results of this study are discussed further in the discussion of this article.
Co-Authors Dewiana Novitasari Dwi Ferdiyatmoko Cahya Kumoro Jainuri Masduki Asbari Multi Nadeak Nelson Silitonga Rachma Nadhila Sudiyono Sukriyah Tias Pramono