The Effects of Marketing Mix to Buying Interest and Their Implication toward the Decision of Choosing Private Higher Education ( A Study on Private Higher Education in Priangan Timur (Eastern Parts of West Java))
Oyon Saryono a,1, Nana Darna b,2, Mujaddid Faruk c,3.
The upcoming implementation of ASEAN Economic Community is predicted to generate new trend of competition among educational institutions in Indonesia. The growth of private higher education has significantly increased since the issuance of UU No. 20 of 1999 on Regional government, so It gets a rise of tighter competition among private higher education. To survive, consequently, any private higher education should have competitive outstanding points determined by the right implementation of marketing mix. The objective of this research is to find out the effects of service marketing mix consisting of product, price, place, promotion, people, process and physical evidence to buying interest and their implication toward the decision of buying/ choosing private higher education. The method of research we used in this research was descriptive correlational method by using SEM model, with the help of software AMOS. This research was conducted in Priangan Timur (Eastern parts of West Java).
The result of this research indicates that marketing mix to buying interest has resulted in positive and significant effects; whereas, the effects of buying interest toward the decision of buying also have shown less value; in addition, the direct effects of marketing mix toward buying was positive and significant. The most dominant element of marketing mix concerning buying interest and the decision of buying was the element of human resource and site.
Topic: Economic and Finance in Education