Pengaruh Lingkungan Individu Mahasiswa dan Kinerja Bauran Pemasaran Perguruan Tinggi terhadap Proses Keputusan Mahasiswa dan Nilai Jasa Pendidikan Tinggi Komputer
DOI:
https://doi.org/10.21512/bbr.v3i1.1342Keywords:
individual environment, mixed-marketing educational services, decision process, value of educationAbstract
Colleges that offer computer education are increasing, partly because of the widespread use of information technology in all areas of life so that it takes labors/computer graduates qualified and applicably ready. This situation also occurs in colleges at Jakarta. This paper presents the results, which aims to reveal the compatibility level of educational services mixed-marketing performance with the interests and expectations of college students. Research conducted is descriptive and verification, while the method of research is an explanatory survey method to 770 students of computer private universities in Jakarta and 54 leaders in computer private universities in Jakarta. The results show that the environment of one individual affects more to college students in processing decision to choose the college compared to educational services mixed-marketing performance. Whereas, the value of education services is not affected by the environmental of students but by educational services mixed-marketing performance and student decision process. There is a mismatch/gap between the educational service mixed-marketing performance to the level of expectations and interests level of students perceived.
Plum Analytics
References
Alma, B. (2002). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Engel F. J., Blackwell, D. R., & Miniard, W. P. (1995). Perilaku konsumen. Jakarta: Binarupa
Aksara.
Kotler, P., & Karen, F. A. (1995). Strategic marketing for educatioanal institutions. Prentice Hall.
Kotler, P. (2002). A framework, for marketing management. New Jersey: Prentice Hall.
Kotler, P. (2003). Marketing management. Prentice Hall.
Lupiyadi, R. (2001). Manajemen pemasaran jasa: Teori dan praktek. Jakarta: Salemba Empat.
Sucherly. (2003). Peranan Manajemen Pemasaran Stratejik dalam Menciptakan Keunggulan
Posisional serta Implikasinya terhadap Kinerja Organisasi Bisnis dan Non Bisnis. Pidato
Pengukuhan Jabatan Guru Besar dalam Ilmu Ekonomi pada FE UNPAD, Bandung.
Wahyuningsih. (2004). Customer value. Majalah Usahawan no 8, Jakarta.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
