Work

The Decision of Prospective Students to Choose A Vocational College: The Role of the Marketing Mix and Image

Year: 2021

Type: article

Abstract: This study aims to analyze the students' decision in choosing a vocational college which is influenced by the marketing mix strategy of vocational colleges and image. The sampling technique was purposive sampling, with a total of 200 respondents. The analysis technique used was SEM PLS. Results showed that the marketing mix strategy of the vocational colleges could influence the decision to choose a vocational college through the image of vocational college. The image directly influences the decision to choosing a vocational college. Education services, education costs, promotions, locations, quality of lecturers and staff, processes, and campus environments support in creating the image and decisions to choose a vocational college.

Source: SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS

DOI: 10.29259/sijdeb.v4i4.279-288

Authors: Wahyu Rafdinal, Iwan Mulyawan, Cahaya Juniarti, Sharnuke Asrilsyak

Institutions: Politeknik Negeri Bandung, Universitas Negeri Padang, Riau University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: diamond

OpenAlex ID: W3124044601

FWCI: 0.648

Cites: 33

Cited by: 7

Related to: 10