KINERJA BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH DAN WOM (WORD OF MOUTH) SEBAGAI MODERATING VARIABLE PADA MAHASISWA AKADEMI KEBIDANAN SALMA DI KABUPATEN SIAK

Abstract

This research aims to analyze performance of educational services marketing mix towards student’s choices decision, and word of mouth communication on Salma’s midwifery academy students at Siak regency. The number of research samples are all students, 85 by census method. Then, datas collecting through questionnaires direct spreading by using a Likert scale. Analytical datas method in this research using two stages regression through reliable statistical measured by SPSS version 20 software. Research result shows that independent variables, educational services marketing mix which consist of product, promotion, place, people, process, and physical evidence having significant influence and positive towards student’s choices decision, except price variable which having no significant influence, only positive, and WOM (Word of Mouth) communication having significant influence and positive towards relation of student’s choices decision, and marketing mix, means WOM (Word of Mouth) communication which was effect of best higher education services value is expected to intensify student preference to study at Salma’s midwifery academy. Keywords : Educational Services Marketing Mix, Student’s Choices Decision, Word of Mouth.