Abstract
Higher educational sector plays a major role on Indonesia’s human development. Therefore, higher education market faces keen competition including in west sumetera. The main purpose of this study was to examine the impact of service marketing-mix on consumer’s buying decision. A total of149 feedback reveived from the 162 questionnaires distributed. The findings incate that only dimensions of product, promotion, place, people, and process are found to have positif and significantimpact on consumer’s buying decision. However, dimension of price and physical evidence are not socrucial in explaining the variations in consumer’s buying decision.
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