Abstract
Higher education institutions face numerous obstacles, including severe rivalry. Higher education institutions must innovate to address these difficulties. The primary goal of this study is to investigate and analyze the elements that influence customer satisfaction and purchase decisions in higher education institutions. This research used quantitative methodologies, with questionnaires distributed to 385 students at one of Indonesia's institutions. The data will be processed using path analysis and correlational analysis with SEM-PLS in the SmartPLS software. The study's findings indicate that customer experience had positive and significant impact on customer satisfaction and purchase decisions (p < 0.05). Communication quality and event marketing positively and significant impacts customer experience and purchasing decisions (p < 0.05). Customer satisfaction significantly affects purchasing decisions (p < 0.05). Higher education institutions must focus on the elements that influence consumer satisfaction and purchase decisions. This can be accomplished through excellent quality communication and appealing marketing strategies.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Co-Value Jurnal Ekonomi Koperasi dan kewirausahaan
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
