The Influence of the Educational Service Marketing Mix on Students' Decisions to Choose Private Universities and University Revenue
Keywords:
Marketing Mix, Student Decision-Making, Private Universities, Literature Review, Educational MarketingAbstract
This study is motivated by the increasingly intense competition in the higher education industry, where Private Universities (PTS) strive to enhance their competitiveness to attract prospective students. Despite these efforts, there remains a gap between the number of applicants and the number of students actually enrolled, which has led to a decline in university revenue. This research aims to fill the knowledge gap regarding the impact of the educational service marketing mix on students' decisions to choose PTS and its effect on university revenue. The method used is a literature review, analyzing the influence of seven marketing mix variables: product, price, place, promotion, people, process, and physical evidence. The findings indicate that not all marketing mix variables significantly affect students' decisions in choosing PTS; only product, place, process, and physical evidence have a significant impact. On the other hand, price, promotion, and people variables do not show significant influence. The implication of this study is that PTS should focus more on the marketing mix elements that have been proven to significantly influence prospective students in order to increase their appeal and, consequently, the university's revenue.
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