Image of Kinerja Bauran Pemasaran Jasa Pendidikan Terhadap Keputusan Mahasiswa Memilih, Nilai Jasa Pendidikan, Dan WOM (Word Of Mouth) Pada Mahasiswa Akademi Kebidanan Salma Di Kabupaten Siak
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Kinerja Bauran Pemasaran Jasa Pendidikan Terhadap Keputusan Mahasiswa Memilih, Nilai Jasa Pendidikan, Dan WOM (Word Of Mouth) Pada Mahasiswa Akademi Kebidanan Salma Di Kabupaten Siak

This research aims to analyze performance of educational services marketing mix towards student’s choices decision, higher education services value, and word of mouth communication on Salma’s midwifery academy students at Siak regency.
The number of research samples are all students, 85 by census method. Then, datas collecting through questionnaires direct spreading by using a Likert scale. Analytical datas method in this research using two stages regression through reliable statistical measured by SPSS version 20 software.
Research result shows that independent variables, educational services marketing mix which consist of product, promotion, place, people, process, and physical evidence having significant influence and positive towards student’s choices decision, except price variable which having no significant influence, only positive, then best performance of educational services marketing mix offering best higher education services value, then affecting student preference to study at Salma’s midwifery academy, and WOM (Word of Mouth) communication having significant influence and positive towards relation of student’s choices decision, and higher education services value, means WOM (Word of Mouth) communication which was effect of best higher education services value is expected to intensify student preference to study at Salma’s midwifery academy.


Keywords : Educational Services Marketing Mix, Student’s Choices Decision, Education Services Value, and Word of Mouth.

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Perpustakaan Universitas Riau 10 03. 216 (0029)
10 03. 216 (0029)
Available
Detail Information
Series Title
-
Call Number
10 03. 216 (0029)
Publisher
Pekanbaru : Universitas Riau – Pascasarjana – Magister Manajemen.,
Collation
xix, 141 hlm.: ill.; 29 cm
Language
Indonesia
ISBN/ISSN
-
Classification
10 03. 216 (0029)
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
PASCASARJANA (MAGISTER) MANAJEMEN
Specific Detail Info
-
Statement of Responsibility
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