Pengaruh Lingkungan Individu Mahasiswa dan Kinerja Bauran Pemasaran Perguruan Tinggi terhadap Proses Keputusan Mahasiswa dan Nilai Jasa Pendidikan Tinggi Komputer

Authors

  • Harjanto Prabowo Bina Nusantara University

DOI:

https://doi.org/10.21512/bbr.v2i2.1505

Keywords:

individual environment, educational service marketing mix, decision making, educational value

Abstract

Colleges offering computer education are increasing, especially with the widespread use of information technology in all fields. This paper presents the results of research that aims to uncover the level of service marketing mix of performance conformity with the interests of education and expectations of students. Research conducted descriptive, while the research method used is the method of explanatory survey of 770 students and 54 leaders from computer private colleges in Jakarta. The results showed that the individual's environment is more influential on the decision process of selecting college students compared the performance of education services marketing mix. There is a gap between the performance of the marketing mix of educational services with the level of expectation and perceived level of student interest. Therefore, leaders of computer private colleges in Jakarta should pay attention to changes in consumer behavior to marketing mix program of education services can further enhance the value of education services.
Dimensions

Plum Analytics

Author Biography

Harjanto Prabowo, Bina Nusantara University

Jurusan Managemen

References

Blackwell, R. D. (2002). Understanding consumer behavior: Marketing lessons learned from understanding the consumer. USA: Harcourt.

Buchari, A. (2003). Pemasaran stratejik jasa pendidikan. Bandung: Alfabeta.

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Perilaku konsumen. Jakarta: Binarupa Aksara.

Jöreskog, K. G., & Sörbom, D. (1988). LISREL 7: A guide to the program and applications. Chicago, Illinois: SPSS.

Kotler, P. (2000). Marketing management (10th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.

Kotler, P. (2003). Marketing management (11th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.

Kotler, P., & Fox, K. F. A. (1995). Strategic marketing for educational institutions (2nd ed.). Englewood Cliffs, New Jersey: Prentice-Hall.

Lupiyadi, R. (2001). Manajemen pemasaran jasa: Teori dan praktek. Jakarta: Salemba Empat.

Schmidt, R. (2002). A student’s initial perception of value when selecting a college: an application of value added. Quality assurance in education, Vol. 10 Iss: 1, pp.37 - 39 .

Schiffman, L. G., & Kanuk, L. L. (2000). Customer behavior. Englewood Cliffs, New Jersey: Prentice-Hall.

Sucherly. (2003). Peranan manajemen pemasaran stratejik dalam menciptakan keunggulan posisional serta implikasinya terhadap kinerja organisasi bisnis dan non bisnis (pendekatan 5-a), Pidato Pengukuhan Jabatan Guru Besar dalam Ilmu Ekonomi pada FE UNPAD, Bandung.

Wahyuningsih. (2004). Customer value: Concept, operationalization, and outcome. Usahawan. Agustus, No. 8 TH XXXIII.

Wells, W. D., & Prensky, D. (1996). Consumer behavior. New York: Wiley & Sons.

Published

2011-11-30

Issue

Vol. 2 No. 2 (2011): Binus Business Review

Section

Articles

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)

 

Abstract 547  .