IDEAS home Printed from https://ideas.repec.org/p/osf/inarxi/6hsqr.html
   My bibliography  Save this paper

The Relevance of Marketing Mix and Service Quality on Students' Decision-Making Factors Regarding Higher Education and Satisfaction

Author

Listed:
  • Tijjang, Bakhtiar
  • Kamase, Jeni
  • Labbase, Ilham
  • Plyriadi, Annas
  • Jamali, Hisnol

Abstract

This study conducted aims to examine and analyze the relevance of marketing mix and service quality on the students decision-making, the relevance of marketing mix, service quality on student satisfaction and the effect over decisions related on student satisfaction and the relevance of marketing mix and service quality on student satisfaction as a mediating role of students decision-making. Population in this study were all a new students in the study program management, education level of Bachelor degree of the academic year 2015/2016 in Makassar. There are 381 students were used as samples. Data were analyzed using Structural Equation Modelling (SEM) with support Analysis of Moment Structures (AMOS). This study provides findings that the marketing mix and service quality has a significant effect on students decision-making, marketing mix does not directly effect in student satisfaction, services quality and student’s decision-making has a significant on student satisfaction. Marketing mix and service quality has a significant effect on student satisfaction as a mediating role of student’s decision-making. These findings explain that the marketing mix directly affects decision-making, but has no direct effect on satisfaction; marketing mix can affect satisfaction if supported by the student’s decision-making. Service quality affects directly and indirectly on satisfaction as a mediating role of decision-making.

Suggested Citation

  • Tijjang, Bakhtiar & Kamase, Jeni & Labbase, Ilham & Plyriadi, Annas & Jamali, Hisnol, 2017. "The Relevance of Marketing Mix and Service Quality on Students' Decision-Making Factors Regarding Higher Education and Satisfaction," INA-Rxiv 6hsqr, Center for Open Science.
    • Handle: RePEc:osf:inarxi:6hsqr
    DOI: 10.31219/osf.io/6hsqr
    as

    Download full text from publisher

    File URL: https://osf.io/download/5a1e2b849ad5a1027129ba3f/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/6hsqr?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Elisabeth Koes Soedijati Author_Email: elisabeth.ks@widyatama.ac.id & Sri Astuti Pratminingsih, 2011. "The Impacts Of Marketing Mix On Students Choice Of University Study Case Of Private University In Bandung, Indonesia," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-385, Conference Master Resources.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Syawal Sudiro, 2024. "Analysis of Factors that Influence Prospective New Students to Choose a Tourism Study Program at Universities in Yogyakarta," Technium Business and Management, Technium Science, vol. 7(1), pages 1-8.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Azra Soomro & Paras Rani Mahar & Javaid Dars & Irfan-u-Allah Shah Rashdi & Faiza Hisbani, 2017. "Effectiveness of CRM (Customer Relationship Management) in Higher Educational Institutions by Addressing Faculty Problems: The Case Study of MUET," Noble International Journal of Social Sciences Research, Noble Academic Publsiher, vol. 2(5), pages 57-67, May.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osf:inarxi:6hsqr. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: OSF (email available below). General contact details of provider: https://ios.io/preprints/inarxiv/discover .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.