Increasing Student Trust through the Service Marketing Mix Strategy with Service Value as its intervening variable (Study at private Colleges in Garut district)
Jajang Sugiat
STIE Yasa Anggana Garut
Jl.Otto Iskandardinata No.278 A Garut
Abstract
Increasing Student Trust through the Service Marketing Mix Strategy with Value Services as an intervening variable (Study in Private High Schools in Garut Regency) This study aims to find out, analyze, and test the Service Marketing Mix Strategy, Service Value and Student Trust, and the Effect of Service Marketing Mix Strategy on Service Value and Effect of Service Value on Student Trust in Private Colleges in Garut Regency. The method used in this research is explanatory survey method. Data were analyzed using the Path Method analysis technique to explain the relationship and influence between manifest variables and confirmation analysis Based on the results of the study, the findings obtained include: The Marketing Mixing Strategy is in the Enough to Good category. Value of Service is in the category of Enough for Good, and Student trust is in the Enough for Good category. The Service Marketing Mix Strategy significantly affects the Value of Services and Value of Services significantly influencing Student Trust in Private Universities in Garut Regency. Keywords: Service Marketing Mix Strategy, Service Value, and Student Trust
Keywords: Service Marketing Mix Strategy, Service Value, and Student Trust
Topic: Management Science