Journal of Economics and Business

ISSN 2615-3726 (Online)

ISSN 2621-5667 (Print)

Published: 23 November 2018

Marketing Mix Factors of Educational Services, Accreditation Status, and Image Formation as Intervening Variables on Decisions in Choosing Private University in Palembang: Bina Darma University Palembang

Yeni, Zakaria Wahab, Agustina Hanafi

Sriwijaya University, Indonesia

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10.31014/aior.1992.01.04.48

Abstract

The purpose of this study was to find out and analyze (1) the marketing mix towards the decision to choose Bina Darma University (2) the accreditation status towards the decision to choose Bina Darma University (3) The marketing mix towards image (4) the accreditation status toward image formation (5) the image toward decision to choose Bina Darma University. This study was conducted using descriptive and quantitative methods. SEM analysis was used and operated through the AMOS program. There were 300 students as the samples taken by using purposive sampling method based on suitable specific characteristics with the research objectives so that they were expected to answer research problems. The results of the study showed that (1) the marketing mix had a positive and significant effect on the decision to choose Bina Darma University (2) the accreditation status had a positive and significant effect on the decision to choose Bina Darma University (3) the marketing mix had a positive and significant effect on the image formation (4) the status accreditation had a positive and significant effect on the formation of image (5) the image had a positive and significant effect on the decision to choose Bina Darma University. It can be concluded that all proposed hypotheses were accepted.

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