Study Of Factors For Marketing Private Higher Education In Indonesia Ragil Pardiyono(a*), Jaja Suteja(b), Undang Djuju(c), Hermita Dyah Puspita(d)
a) Universitas Jenderal Achmad Yani, Bandung, Indonesia
*ragilpardiyono[at]gmail.com
b) Universitas Pasundan, Bandung, Indonesia
c) Universitas Pasundan, Bandung, Indonesia
d) Universitas Jenderal Achmad Yani, Bandung, Indonesia
Abstract
This research will identify the dominant variable in the marketing of private universities by taking into account the aspects of products, markets and services. The basic model used in this study is a service company marketing mix model and a student satisfaction inventory model. The dimensions of the marketing mix model are- Place, Product, Promotion, Price, People, Physical Evidence, Process. Meanwhile, the dimensions of the student satisfaction inventory model are Academic Advising and Counseling Effectiveness, Academic Services, Admissions and Financial Aid Effectiveness, Campus Climate, Campus Support Services, Concern for the Individual, Instructional Effectiveness, Registration Effectiveness, Responsiveness to Diverse Populations, Safety and Security, Service. Excellence, and Student Centeredness. Data processing using SPP software for windows with factor analysis tools. Based on the results of the processing, seven dominant factors were formed which could be used as references in marketing private universities, namely Factor 1, namely Promotion, Physical Evidence, Academic Advising and Counseling Effectiveness, Academic Services, Admissions and Financial Aid Effectiveness, Campus Climate, Campus Support Services. Factor 2 is service to help students consult about their future careers, Discipline of lecturers. Factor 3 is the location of the campus which is easy to reach, the various majors that are opened, cheap tuition fees. Factor 4, namely academic services and online lecture activities. Factor 5 is the method of paying tuition fees in installments. Factor 6 is the availability of adequate learning facilities, student exchange cooperation, and Factor 7 is the ease of access to scientific journals.
