THE INFLUENCE OF PRODUCT, PRICE, AND LOCATION ON STUDENTS' DECISIONS IN CHOOSING HIGHER EDUCATION INSTITUTIONS: A STUDY OF UNIVERSITIES WITH "GOOD" ACCREDITATION IN BANDUNG

Muhamad Wahyu Wicaksono; Ezra Karamang; Iqbal Insanul Kamil

doi:10.15575/jb.v5i1.58027

Authors

Muhamad Wahyu Wicaksono Universitas Indonesia Membangun, Bandung, Indonesia
Ezra Karamang Universitas Indonesia Membangun, Bandung, Indonesia
Iqbal Insanul Kamil Universitas Indonesia Membangun, Bandung, Indonesia

DOI:

https://doi.org/10.15575/jb.v5i1.58027

Abstract

This study aims to analyze the influence of product, price, and location on students’ decisions in choosing higher education institutions accredited as “Good” in Bandung. A quantitative approach with multiple linear regression analysis was employed. The findings reveal that, partially, only the product variable has a positive and significant effect on students’ decisions, while price and location have no significant influence. Simultaneously, the three variables significantly affect students’ decisions, explaining 47.9% of the variance, while the remaining 52.1% is influenced by other factors outside the research model. These findings indicate that educational product quality, including lecturers, academic services, facilities, and graduate career prospects, is the main consideration in institutions selection. Therefore, universities should prioritize improving educational service quality to enhance competitiveness.

References

Alma, B. (2022). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.

Fira, F. L. A., Ulfatin, N., & Benty, D. D. N. (2020). Strategi pemasaran jasa pendidikan dalam menarik minat masyarakat melalui program kelas khusus. JAMP: Jurnal Administrasi dan Manajemen Pendidikan, 3(3), 249-261.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26. Semarang: Badan Penerbit Universitas Diponegoro.

Hadisoeprobo, I. (1985). Dasar-Dasar Manajemen. Jakarta: Erlangga.

Ibrahim, I., Anitah, A., & Niswah, C. (2022). Perencanaan pemasaran jasa pendidikan. Jambura Journal of Educational Management, 85-93.

Karamang, E., Septiarini, E., Rahmi, P. P., & Wijaya, F. (2024). Pengaruh citra institusi, harga dan lokasi terhadap keputusan memilih universitas swasta di Bandung. Oikos: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi, 9(1), 285–295.

Kotler, P., & Keller, K. L. (2022). Marketing Management. Pearson.

Labaso, S. (2018). Penerapan marketing mix sebagai strategi pemasaran jasa pendidikan di MAN 1 Yogyakarta. Manageria: Jurnal Manajemen Pendidikan Islam, 3(2), 289–311. https://doi.org/10.14421/manageria.2018.32-05

Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill Building Approach. John Wiley & Sons.

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung; Alfabeta.

Sumantri, S., & Veralina, I. (2022). Analisis faktor yang mempengaruhi keputusan mahasiswa dalam memilih jurusan di Kota Batam. ECOBISMA (Jurnal Ekonomi, Bisnis dan Manajemen), 9(1), 129–144. https://doi.org/10.36987/ecobi.v9i1.2263

Sumarwan, U. (2011). Perilaku Konsumen: Teori dan Penerapannya dalam Pemasaran. Bogor: Ghalia Indonesia.

Tjiptono, F. (2022). Strategi Pemasaran: Prinsip dan Penerapan. Yogyakarta: Andi.

Wijaya, D. (2012). Pemasaran Jasa Pendidikan. Jakarta: Salemba Empat.

Yaacob, N. A., Osman, M. M., & Bachok, S. (2014). Factors influencing parents' decision in choosing private schools. Procedia - Social and Behavioral Sciences, 153, 242–253. https://doi.org/10.1016/j.sbspro.2014.10.056

Zulfiah, E., Putri, N. N. N., & Fadhilah, M. (2023). Strategi Pemasaran Jasa Pendidikan dalam Meningkatkan Minat Masyarakat Masuk Sekolah Dasar Islam Terpadu. Ideguru: Jurnal Karya Ilmiah Guru, 8(3), 414-422. https://doi.org/10.51169/ideguru.v8i3.606