Model Pemilihan Perguruan Tinggi Swasta di Kota Bandung

Abstrak

This research stems from the phenomenon that in 2020 there was an imbalance between the number of high school and vocational school graduates in Indonesia and those accepted by state universities with as many as 2,403,489 students who became a potential market for private universities. This is a great opportunity to be contested to become a private university student. So the purpose of this study is to identify the important things that underlie the selection of private universities in Greater Bandung. Research respondents are students of private universities in the city of Greater Bandung. This study uses a marketing model of marketing mix product, place, price, promotion, people, process, and physical evidence. The results of data processing concluded that the product, place, price, promotion, people, process, and physical evidence variables simultaneously or partially influenced the selection of private universities. The research results are useful for private universities in facing competition.