Analysis Of The Influence Of Marketing Mix On Decisions Of Unsurya Campus Students

Authors

  • Dian Priambodo The Aerospace Air Chief Marshal Suryadarma University, Jakarta

Abstract

This journal aims to analyze the influence of Marketing Mix elements on student decisions at the Unsurya Campus. Marketing Mix, which consists of product, price, promotion and distribution, are key factors that can influence consumer preferences and decisions, including students as consumers of higher education services. This research uses a quantitative approach by distributing questionnaires to a sample of Unsurya Campus students. The results of data analysis show that the four elements of the Marketing Mix have a significant influence on students' decisions in choosing a campus. Product factors, including the quality and variety of study programs, are one of the main determinants of student decisions. Apart from that, the price of education, effective promotional programs, and easy access to information through good distribution also have a positive impact on student decisions. These findings provide important insights for higher education institutions, especially the Unsurya Campus, in optimizing their marketing strategies. Expansion and diversification of study programs, more flexible price management, increased promotions, and the use of technology to increase access to information can be strategic steps that can be implemented to increase the attractiveness of campuses for prospective students. This research contributes to the higher education marketing literature by provides empirical evidence about the relevance of the Marketing Mix in the context of student decisions. The practical implications of these findings can help educational institutions to better understand student preferences and develop more effective marketing strategies, so as to optimize campus attractiveness amidst increasingly fierce competition in the world of higher education. 

Keywords: Marketing Mix, Kualitas Produk, Keputusan Kuliah 

References

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Published

2023-12-01

Issue

Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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Articles

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