Image of Pengaruh Bauran Pemasaran Terhadap Citra Perguruan Tinggi Dan Keputusan Mahasiswa Dalam Memilih Perguruan Tinggi (Studi Kasus Pada Kampus Stmik Amik Riau Pekanbaru)
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Pengaruh Bauran Pemasaran Terhadap Citra Perguruan Tinggi Dan Keputusan Mahasiswa Dalam Memilih Perguruan Tinggi (Studi Kasus Pada Kampus Stmik Amik Riau Pekanbaru)

In this competition era, each Private Higher Education Institutions is demanded to outperform their competitors so that they possibly attract the prospective students who will determine their choice on those PHEI. Lately, this kind of demand also prevailed at STMIK Amik Riau, Pekanbaru as their number of students were continuously decreased. Education service marketing as one of tools in this kind of market influenced the decision-making of prospective students in choosing PHEI which they finally join. This research was conducted to detect the influence of education service marketing to the image of PHEI and choice made by students at STMIK Amik Riau, Pekanbaru.
The population in this research were all of active STMIK Amik Riau’s students with 276 samples collected by having questionnaires. The testing utilized SEM-PLS by making use of smartPLS software 3.2 version.
The result of this research showed that location, promotion, lecturers and non-teaching staffs had significance influence towards image of STMIK Amik Riau. Meanwhile, the influence of the product and price were insignificance. The highest influence factor was promotion, afterwards, location was also determined most of the prospective student’s decisions. Other factors such as products, tuition fees, lecturers and non-teaching staffs were insignificance towards student’s decision in choosing STMIK Amik Riau. The image of PHEI was highly influential in decision-making of STMIK Amik Riau’s students.


Keywords: Education Services Marketing, Image of Pivate Higher Education Institution, Decision Making, SEM, Pivate Higher Education Institution

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 219 (0097)
10 03. 219 (0097)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 219 (0097)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xiii, 94 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 219 (0097)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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