The Effect of Promotion Mix, Price, and Service Quality on Study Decisions

Ady Widjaya (Budi Luhur University, Jakarta, Indonesia)
Amir Indrabudiman Padmoprayitno (Budi Luhur University, Jakarta, Indonesia)

Annals of Management and Organization Research
Vol. 3 No. 3 (2022): February

Purpose: This research aimed to test and empirically analyze the influence of the Promotion Mix, Price, and Service Quality on students’ decisions to Select Universitas Budi Luhur Jakarta. Research Method: The method used was quantitative, and multiple linear regression was conducted with SmartPLS to estimate the impact of study decision on promotion mix, price, and service quality. Results: The results showed that advertising and service quality positively affect university decision-making at Universitas Budi Luhur. Meanwhile, the price significantly and negatively affected the decision to study at Universitas Budi Luhur. Limitation: This research is limited to Universitas Budi Luhur general strategy to attract prospective students during intense competition. Contribution: To increase students’ interest, the new admissions department should improve the message content in advertisements, be more friendly and polite, make presentations more attractive, and improve service quality and library facilities.