Marketing Strategy for Higher Education Institution Based On Marketing Stimuli (Case Study at Politeknik Pos Indonesia)

The purpose of this study is to examine whether marketing strategies based on the marketing stimuli of higher education services influence the selection of the Politeknik Pos Indonesia as higher education institution to continue their studies, as well as which of these marketing mix factors is most...

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Bibliographic Details
Published inKelola Vol. 7; no. 1; pp. 25 - 32
Main Authors Suarsa, Senny Handayani, Munawar, Muhammad Meki
Format Journal Article
LanguageEnglish
Indonesian
Published Universitas Kristen Satya Wacana 01.07.2020
Subjects
Consumer Behavior
Higher Education Institution
Marketing Mix
Marketing Stimuli
Marketing Strategy
Politeknik Pos Indonesia
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Summary:The purpose of this study is to examine whether marketing strategies based on the marketing stimuli of higher education services influence the selection of the Politeknik Pos Indonesia as higher education institution to continue their studies, as well as which of these marketing mix factors is most influential. The data collection was carried out by an independent survey involving 356 Politeknik Pos Indonesia students. The results showed that all variables had a significant influence on the decision making of the Politeknik Pos Indonesia by prospective students. Hence, the first and second hypotheses are proven by the most influential factor is the product.
ISSN:2443-0544
2549-9661
DOI:10.24246/j.jk.2020.v7.i1.p25-32