The Analysis of Marketing Mix Strategy Effect on Students Decision to Choose Faculty Economics and Business of Universitas Dharmawangsa Medan

Abstract

The education and learning world is one of the development aspects to improve the quality of human resources so that they will be capable to develop themselves. Therefore, every human being is compulsory to learn, whether through formal or informal system. Service marketing mix strategy, especially education services concerning service marketing for higher education is inseparable from the discussion of products (study programs), prices, promotions, places, people, processes and physical evidence. The attraction of marketing mix factors that influence the decisions of university student candidates in choosing the Faculty of Economics and Business, Universitas Dharmawangsa University, Medan. This service marketing mix strategy will determine the student's decision in choosing. Therefore, which marketing mix strategy influences students' decisions in choosing the Faculty of Economics and Business at Universitas Dharmawangsa. Samples of Respondents were seventy-four students of the Faculty of Economics and Business, Universitas Dharmawangsa, Medan. By applying the Partial Least Squares - Structural Equation Model (PLS-SEM) with the SmartPLS V3.2.8 tool, the conclusion of the research results showed that there was a positive and significant effect of price on the decisions in choosing Faculty of Economics, Universitas Dharmawangsa of Medan, positive but insignificant influence between products, promotions, places, people, processes and physical evidence on the student's decision to choose the Faculty of Economics, Universitas Dharmawangsa, Medan. The method of data collection was conducted by documentation, interviews and distribute questionnaires to respondents.