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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Ilmiah Soulmath : Jurnal Edukasi Pendidikan Matematika Buana Matematika : Jurnal Ilmiah Matematika dan Pendidikan Matematika Jurnal Surya Masyarakat ABDIMAS: Jurnal Pengabdian Masyarakat BALANCE: Economic, Business, Management and Accounting Journal Studi Kasus Inovasi Ekonomi Academia Open Jurnal Surya Masyarakat Indonesian Journal of Law and Economics Review Procedia of Social Sciences and Humanities
Bayu Hari Prasojo
Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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Journal : Indonesian Journal of Law and Economics Review

 1 
Unveiling the Sway of Marketing Mix on Student Decisions: A Study on Higher Learning Institutions Rizky Eka Febriansah; Muhammad Yani; Bayu Hari Prasojo
Indonesian Journal of Law and Economics Review Vol 18 No 3 (2023): August
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v18i3.960

Abstract

This research delves into the pivotal process of student decision-making within higher learning institutions, focusing on the dynamic interplay of marketing mix services encompassing product, price, promotion, and place. Through an analysis of alumni and current student cohorts at a prominent university, this study empirically demonstrates the profound influence exerted by product quality, strategic promotion, and favorable institutional positioning on students' selection choices. Notably, while price emerges as a comparatively weaker determinant, the collective impact of product, place, and promotion proves instrumental in shaping prospective students' decisions. These findings illuminate the complex landscape of student preferences, offering valuable insights for crafting targeted marketing strategies that effectively guide students' educational trajectories. Highlight: Influence of Marketing Mix Dynamics: This study examines the interaction of product, price, promotion, and place in shaping student decisions within higher learning institutions, revealing their collective impact on choice. Empirical Insights: Analysis of alumni and current students from a renowned university highlights the significant sway of product quality, strategic promotion, and favorable institutional positioning on student selection choices. Role of Price in Decision-making: While price emerges as a less potent factor, the study underscores the pivotal role played by the interplay between product, place, and promotion in molding the educational preferences of prospective students. Keyword: Student Decision-Making, Higher Learning Institutions, Marketing Mix Services, Product Quality, Strategic Promotion
Co-Authors Chylen Setiyo Rini Detak Prapanca Dewi Andriani Dewi Ratiwi Meiliza Duwi Rahayu Dwi Maya Rahmawati Eni Fariyatul Fahyuni Eny Maryanti Fitri Nur Latifah Imelda Dian Rahmawati Machfudz Efendi Masruchin Masruchin Mohammad Alim Ahaddin Muhammad Yani Novia Ariyanti Nuril Lutvi Azizah Rizky Eka Febriansah