The decision of prospective students to choose a vocational college: marketing mix approach and institution image
Iwan Mulyawan (a), Wahyu Rafdinal (b)
a) Politeknik Negeri Bandung,
imulyawan56[at]yahoo.com
b) Politeknik Negeri Bandung,
wahyu.rafdinal[at]polban.ac.id
Abstract
This study aims to analyze the students decision in choosing a vocational college which is influenced by the marketing strategy analysis of vocational colleges and the image of vocational colleges. The sampling technique is purposive sampling with a total of 210 respondents. The analysis technique used is SEM PLS. Results showed that the marketing mix strategy of the vocational colleges could influence the decision to choose a vocational college through image of vocational college. The image of vocational colleges directly influences the decision in choosing a vocational college. Education services, education costs, promotion, location, quality of lecturers and staff, processes, and a conducive campus environment support in creating the image of vocational colleges and decisions in choosing vocational colleges.
Keywords: marketing mix, image, purchase decision, vocational colleges
Topic: Technical and Vocational Education