The Effect or Marketing Mix on Student Decision to Choose a Private College

Abstract

Abstract

Research Purpose – To determine theeffect of the marketing mix on the decision of students to choose a college. With the aim of knowing the effect of the marketing mix product, price, place, promotion, people, physical evidence, dan process.

Findings- The test result prove 1) Partially theresult show that the significant effect of the influence of the marketing mix on the decision of students to choose a private college is promotion and price, while the product, plece, people, physical evidence, and process have no effect at all. 2) simultaneously obtained results that there is a positive influence on the decision of students in choosing a private college.

Design/Methodology/Approach- The population used in this study were students studying at private college. The sample used in this study were 35 students who were used as respondents. The data analysis technique used is SPSS 20.

Research Limitations/Implications- This study focuses on researching the marketing mix factors that influence student decision there are factors that can be developed for further research such as services, as well consumer behavior factors and others.

Originallity-Value- The research compares the marketing mix of similar organizations, namely private a college.

Keywords- Marketing Mix, Student Decision, Private College.