Navigating Higher Education: Exploring the Influence of Marketing Strategies on Student Choice

DOI

10.2991/978-2-38476-242-2_3How to use a DOI?

Keywords

marketing mix; PMB UMSIDA; decision to choose

Abstract

This study aims to determine the effect of the PMB UMSIDA marketing mix simultaneously and partially on the decision of new students in 2021 to choose UMSIDA as the campus where they study. The method used in this research is quantitative in the form of numbers analyzed using statistical analysis, data collection was carried out by distributing questionnaires to new UMSIDA students in 2021. The data analysis technique in this study uses multiple linear regression because the variables in this study are more than one. The result of this study is that the decision to choose (Y) together has a simultaneous influence on the Marketing Mix (X) because it explains that the simultaneous (f) significant f test of 0.000 <0.05 is known that the multiple linear regression equation can produce and be used to predict the Choosing Decision. Thus H0 is rejected and it is proven that the Marketing Mix (X) together has a simultaneous influence on the Choosing Decision (Y). And the decision to choose students in the Marketing Mix is in the “good” category (77.7%). The results of the Marketing Mix explain that the partial test (t test) of the product variable of (3.557), the promotion variable of (4.346), the human resources / people variable of (2.643), the physical evidence variable of (5.06), the process variable of (-2.821) each has a significant effect because the significance value (0.000) is smaller than the significance alpha (0.05). In addition, the most influential indicator in improving the Marketing Mix in this study is location.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitriyah Amaliyah Firdaus
AU  - Didik Hariyanto
AU  - Poppy Febriana
AU  - Shakhnoza Makhmudovna Latipova
PY  - 2024
DA  - 2024/06/06
TI  - Navigating Higher Education: Exploring the Influence of Marketing Strategies on Student Choice
BT  - Proceedings of the 3nd Annual International Conference on Natural and Social Science Education (ICNSSE 2023)
PB  - Atlantis Press
SP  - 19
EP  - 28
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-242-2_3
DO  - 10.2991/978-2-38476-242-2_3
ID  - Firdaus2024
ER  -