DECISION ANALYSIS OF SELECTING POSTGRADUATE PROGRAMS THROUGH PLACE, MARKETING COMMUNICATION, PRICE PERCEPTION AND SERVICE QUALITY (SURVEY OF ENGINEERING FACULTY STUDENTS AT WEST JAKARTA REGIONAL UNIVERSITY)
DOI:
https://doi.org/10.31933/dijms.v2i3.706Keywords:
Place, Marketing Communication, Price Perception, Decision MakingAbstract
This study aims to analyze the decision analysis to choose a postgraduate program through Place, Marketing Communication, Price Perception and Service Quality. The results of the study using primary data in the form of questionnaires to 100 students of the Faculty of Engineering at the University of West Jakarta with the Structural Equation Modeling (SEM) method showed that Place, Marketing Communication, Price Perception and Service Quality had a positive and significant effect on the decision to choose a postgraduate program. Judging from the results of the SEM Place calculation analysis has an estimate coefficient of 0.36 or 36%, Marketing Communication has an estimate coefficient of 0.15 or 15%, Price Perception has an estimate coefficient of 0.30 or 30%, Service Quality has an estimate coefficient of 0.24 or 24% influence on the decision to choose a postgraduate program. This shows that if Place, Marketing Communication, Price Perception and Service Quality have increased, it will affect the decision to choose a Postgraduate Program
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Anaza, Nwamaka A. and Brian Rutherford. (2014). Increasing Business-To-Business Buyer Word-of-Mouth and Share-of-Purchase. Journal of Business & Industrial Marketing 29/5 (2014) 427–437.
Assauri, Sofjan. (2007). Manajemen Pemasaran. Jakarta: Rajawali Gramedia Pustaka Utama
Buchari. Alma. (2007). Manajemen Pemasaran dan Pemasaran Jasa, Alfabeta, Bandung
Duygun, Adnan dan Bunyamin Topcu. (2015). The Impacts of Customer Loyalty on Negative Word-of-Mouth Communication and Repurchase Intention. Marmara University, Istanbul/Turkey. Journal of Marketing and Management, 6 (1), 16-27.
Ghozali, Imam. (2013). Structural Equation Modeling. Teoeri, Konsep dan Aplikasi dengan Program Lisrel 9.10. Penerbit Universitas Diponegoro. Semarang.
Havidz, H. B. H., & Mahaputra, M. R. (2020). BRAND IMAGE AND PURCHASING DECISION: ANALYSIS OF PRICE PERCEPTION AND PROMOTION (LITERATURE REVIEW OF MARKETING MANAGEMENT). Dinasti International Journal of Economics, Finance & Accounting, 1(4), 727-741.
Hendi Ariyan. (2013). Pengaruh Brand Awareness dan Kepercayaan Konsumen Atas Merek Terhadap Keputusan Pembelian Ulang Minuman Aqua di Kota Padang. Jurnal. Fakultas Ekonomi, Universitas Negeri Padang.
Hoskins, Jim. (2007). Word of Mouth Research: Principals and Applications. The Journal of Advertising Research, ARF.
Jalilvand, Mohammad R. dan Neda S. (2012). The effect of electronic word of mouth on brand image and purchase intention An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning Vol. 30 No. 4, pp. 460-476.
Kotler,Philip. dan Keller, Kevin Lane. (2012). Manajemen Pemasaran. Diterjemahkan oleh Sabran. Bob. Edisi tiga belas. Jilid 1, Penerbit Erlangga. Jakarta.
___________ (2013). Manajemen Pemasaran. Diterjemahkan oleh Sabran. Bob. Edisi tiga belas. Jilid 2, Penerbit Erlangga. Jakarta.
Lee, Yi-Chih., Wei-Li Wu. (2014). The Effect of Word-of-Mouth, Knowledge, and Promotions on Purchase Intention of Medical Cosmetics. The International Journal of Organizational Innovation Vol 6 Num 3.
Lo, Sheng Ch. (2012). Consumer Decisions: The Effect of Word-Of-Mouth. Department of Travel Management,Tourism Hospitality School, Hsing Wu Institute of Technology, Taiwan. The International Journal of Organizational Innovation Vol 4 Num 3.
Lumpioyadi, Rambat dan Hamdani A. (2006). Manajemen Pemasaran Jasa, , Penerbit Salemba Empat, Jakarta.
Mahaputra, M. R. (2020). BUILDING TRUST THROUGH SERVICES QUALITY AND BRAND IMAGE TOWARDS DECISION IN CHOOSING FINANCIAL INSTITUTION AT PT. SUMMIT OTO FINANCE (CASE STUDY PT. SUMMIT OTO FINANCE KEDOYA BRANCH, WEST JAKARTA). Dinasti International Journal of Education Management And Social Science, 2(2), 231-241.
Mowen, John C; Michael Minor. (2010). Consumer Behavior. Alih Bahasa Dwi Kartini Yahya. Penerbit Erlangga. Jakarta.
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Onigbinde, Isaac O, dan Odunlami, S.A. (2015). The influence of brand image and promotional mix on Consumer buying decision- a study of beverage consumers in Lagos State, Nigeria. British Journal of Marketing Studies. Vol.3, No.4, pp.97-109.
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Satit, Rezky Purna, Huam Hon Tat, Amran Rasli, Thoo Ai Chin and Inda Sukati. (2012). The Relationship Between Marketing Mix and Customer Decision-Making Over Travel Agents: An Empirical Study. Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia. International Journal of Academic Research in Business and Social Sciences, Vol.2, No. 6.
Schiffman, Leon G. and Leslie Lazar Kanuk. (2012), Consumer Behaviour, alih Bahasa Zoelkifli Kasip, Indeks. Jakarta.
Sekaran, Uma. (2010). Research Methods for Business. Penerbit Salemba Empat. Jakarta.
Setiadi, Nugroho J. (2013). Perilaku Konsumen, Perspektif Kontemporer pada Motif, Tujuan, dam Keinginan Konsumen. Kencana Prenada Media. Jakarta.
Singgih, Santoso. (2011). Structural Equation Modeling (SEM), Konsep dan Aplikasi dengan AMOS 18. Penerbit Elex Media Komputindo. Jakarta.
Sitorus, Tigor dan Roni Hartono. (2015). Efek Mediasi Custommer Trust atas Pengaruh Word of Mouth, Perceived Quality, Brand Image terhadap Purchase Intention (Study empiris atas permintaan Personal Computer di wilayah Jakarta. Journal of Business Applied Management. Vol 8, No 2.
Sri Rahayusih Wilujeng dan Muhammad Edwar.. 2015. Pengaruh Brand Awareness dan Brand Trust terhadap Keputusan Pembelian Produk Oriflame. Jurnal Ekonomi. Fakultas Ekonomi, Universitas Negeri Surabaya.
https://www.4icu.org/id/ Top Universities in Indonesia. (diunduh pada 4 Nopember 2017).
Muliadin. (2016). Pengaruh atribut produk, persepsi harga, aktivitas distribusi dan promosi terhadap keputusan pembelian smarphone Samsung (Studi kasus pada Mahasiswa Magister Manajemen Reguler 2 Universitas Mercu Buana). Tesis. Program Studi Magister Manajemen Universitas Mercu Buana.
Sudaryono. (2014). Perilaku Konsumen Dalam Prespektif Pemasaran. Jakarta: Lentera Ilmu Cendekia.
Sugiyono. 2013. Metode Penelitian Bisnis, Alfabeta. Bandung.
Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Penerbit Ghalia Indonesia. Jakarta.
Sunyoto, D. (2013). Dasar-Dasar Manajemen Pemasaran, Cetakan Pertama, Caps. Yogyakarta.
Supranto, J dan Limakrisna, N. (2010). Statistik Ekonomi & Bisnis, Penerbit Mitra Wacana Media. Jakarta.
Tjiptono, Fandy dan Chandra, Gregorius. (2012). Manajemen Strategik, Andi Yogyakarta
Wijanto, Setyo, Hari. (2015). Metode Penelitian Menggunakan Structural Equation Model, Lisrel 9. Lembaga Penerbit FEUI. Jakarta.
www.antaranews.com Perguruan Tinggi harus Memiliki Branding yang Baik. (diunduh pada 12 Nopember 2017).
www.artikelind.com. Biaya Perguruan Tinggi. (diunduh pada 12 Oktober 2017)
www.parenting.co.id Pendidikan Perguruan Tinggi bagi putra-putri. (diunduh pada 12 Nopember 2017).
Zhafira, Nabila H., Junio A, Sheila S A dan Suresh K. (2013). The Analysis of Product, Price, Place, Promotion and Service Quality on Customers’ Buying Decision of Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia President Business School, Jababeka Educational Park, Jababeka, Cikarang, Indonesia. International Journal of Advances in Management and Economics Vol.2.72-78.
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Published
2021-01-24
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Zulfi Assakhir, R., & Permana, D. . (2021). DECISION ANALYSIS OF SELECTING POSTGRADUATE PROGRAMS THROUGH PLACE, MARKETING COMMUNICATION, PRICE PERCEPTION AND SERVICE QUALITY (SURVEY OF ENGINEERING FACULTY STUDENTS AT WEST JAKARTA REGIONAL UNIVERSITY). Dinasti International Journal of Management Science, 2(3), 446–455. https://doi.org/10.31933/dijms.v2i3.706
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