Decision support system to choose private higher education based on marketing mix model criteria in Indonesia

Abstract

The growth of the number of universities in Indonesia in the last few years has experienced very rapid progress. Kemenristekdikti data for 2017 is 3,276 universities (3,154 PTS and 122 PTN) in Indonesia with 555 university details (17.6%), 78 institutes (2.5%), 1,431 Sekolah Tinggi (45.4%), 1,022 Academy (32.4 %) and Polytechnic 190 (6.0%). A large number of private universities (PTS) in Indonesia is very influential for prospective students in taking the decision to choose a college to continue their studies. Decision Support Systems are popular tools that help decision making within an organization [1]. Criteria Decision Making (MCDM), namely AHP (Analytic Hierarchy Process). AHP is quite effective in simplifying and speeding up the decision making the process by solving the problem into its parts [2]. Multi-Criteria Decision Making (MCDM) and Analytic Hierarchy Process can be applied in various fields. According to [3], marketing mix (Place, Product, Promotion, Price, People, Process and Physical Evidence) simultaneously influences the decision to elect private universities in Indonesia. Based on data processing and analysis that has been carried out in the previous section, it can be concluded that the chosen college is college a based on the criteria of place, price, product, people, promotion, process and physical evidence with a value of 0.379.