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description Journal article public e-Jurnal Apresiasi Ekonomi

Analisis Service Marketing-mix dan Pengaruhnya terhadap Keputusan Pemilihan Jasa Pendidikan Program Pascasarjana

Sefnedi Sefnedi
Published 2013

Abstract

Higher educational sector plays a major role on Indonesia's human development. Therefore, higher education market faces keen competition including in west sumetera. The main purpose of this study was to examine the impact of service marketing-mix on consumer's buying decision. A total of 149 feedback reveived from the 162 questionnaires distributed. The findings incate that only dimensions of product, promotion, place, people, and process are found to have positif and significant impact on consumer's buying decision. However, dimension of price and physical evidence are not so crucial in explaining the variations in consumer's buying decision.

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  • visibility 330 views
  • get_app 104 downloads