BAURAN PEMASARAN JASA PENDIDIKAN DAN PELAYANAN JASA TERHADAP PENGAMBILAN KEPUTUSAN MAHASISWA UNIVERSITAS LANGLANGBUANA BANDUNG

Abstract

The aim of this research is to analyze the influence of the marketing and service mix on decision making. The service marketing mix variables are product, price, promotion, place, people, physical evidence, and process. Service variables are physical evidence, empathy, responsiveness, reliability, and certainty. The research was conducted at Langlangbuana University, Bandung and the population studied were students from the Faculty of Economics. The sampling technique in this research used the Slovin formula with a population of 668 and the results obtained were 87 respondents. The analysis technique used is Path Analysis and partial hypothesis testing (t test) and simultaneous testing (F test). The results of this study provide some information. That the marketing and service mix has been implemented well at Langlangbuana University, Bandung. The marketing mix and services influence student decision making at Langlangbuana University, Bandung