The Effects of Marketing Mix to Buying Interest and Their Implication toward the Decision of Choosing Private Higher Education

摘要

The upcoming implementation of ASEAN Economic Community is predicted to generate new trend of competition among educational institutions in Indonesia. The growth of private higher education has significantly increased since the issuance of UU No. 22 of 1999 on Regional government, so To survive, consequently, any private higher education should have competitive outstanding points determined by the right implementation of marketing mix. The objective of this research is to find out the effects of service marketing mix to buying interest and their implication toward the decision of choosing private higher education. The method of research we used in this research was descriptive correlational method by using SEM model. This research was conducted in Priangan Timur (Eastern parts of West Java). The result of this research indicates that marketing mix to buying interest has resulted in positive and significant effects; whereas, the effects of buying interest toward the decision of buying also have shown less value; in addition, the direct effects of marketing mix toward buying was positive and significant. The most dominant element of marketing mix concerning buying interest and the decision of buying was the element of human resource and site.