ANALISIS SERVICE MARKETING-MIX DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMILIHAN JASA PENDIDIKAN PROGRAM PASCASARJANA

Sefnedi Sefnedi

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 of149  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 significantimpact on consumer’s buying decision. However, dimension of price and physical evidence are not socrucial in explaining the variations in consumer’s buying decision.

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DOI: https://doi.org/10.31846/jae.v1i2.45

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