The Decision of Prospective Students to Choose A Vocational College: The Role of the Marketing Mix and Image

Wahyu Rafdinal (Politeknik Negeri Bandung)
Iwan Mulyawan (Politeknik Negeri Bandung)
Cahaya Juniarti (Universitas Negeri Padang)
Sharnuke Asrilsyak (Universitas Riau)

SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS
SIJDEB, Vol. 4 No. 4, December 2020

This study aims to analyze the students' decision in choosing a vocational college which is influenced by the marketing mix strategy of vocational colleges and image. The sampling technique was purposive sampling, with a total of 200 respondents. The analysis technique used was SEM PLS. Results showed that the marketing mix strategy of the vocational colleges could influence the decision to choose a vocational college through the image of vocational college. The image directly influences the decision to choosing a vocational college. Education services, education costs, promotions, locations, quality of lecturers and staff, processes, and campus environments support in creating the image and decisions to choose a vocational college.