Abstract
The purpose of this study is to examine whether marketing strategies based on the marketing stimuli of higher education services influence the selection of the Politeknik Pos Indonesia as higher education institution to continue their studies, as well as which of these marketing mix factors is most influential. The data collection was carried out by an independent survey involving 356 Politeknik Pos Indonesia students. The results showed that all variables had a significant influence on the decision making of the Politeknik Pos Indonesia by prospective students. Hence, the first and second hypotheses are proven by the most influential factor is the product.
Highlights
Higher Education institution is an organization that is not spared from the competition
Based on data published by the Ministry of Technology and Higher Education Research (Kemenristekdikti) through the higher education database, the data until December 2018, that the number of private higher education institutions (PTS) in Indonesia totaled 3,128 PTS, while the number of PTS in LLDIKTI (The Institution of Higher Education Private Region IV West Java) is 478 PTS, consists of 59 Universities, 6 Institutes, 253 Colleges, 130 Academics and 30 Polytechnics
The purpose of this research is to examine whether marketing strategies based on marketing stimuli influence prospective students to continue their studies at Politeknik Pos Indonesia, as well as which marketing mix factors are most influential
Summary
Higher Education institution is an organization that is not spared from the competition. Based on data published by the Ministry of Technology and Higher Education Research (Kemenristekdikti) through the higher education database, the data until December 2018, that the number of private higher education institutions (PTS) in Indonesia totaled 3,128 PTS, while the number of PTS in LLDIKTI (The Institution of Higher Education Private Region IV West Java) is 478 PTS, consists of 59 Universities, 6 Institutes, 253 Colleges, 130 Academics and 30 Polytechnics (www.pddikti.ristekdikti.go.id, 2019). The large number of PTS triggers competition among PTS to compete for prospective customers (prospective students). The competition that occurs between institutions of higher education is currently happening between private universities (PTS) and with state universities (PTN), but the competition even more intense occurs between PTS. Competition is described as a cycle of change determined by four components of competition (4C): companies, customers, competitors, and change (Kartajaya, 2010).
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