The influence of prices and promotions on student decisions
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Published:
May 31, 2024
Keywords:
Price, Promotions, Student Decisions
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Economy
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Abstract
This research was conducted to determine the influence of price and promotion on students' decisions in choosing a private university, where the object of this research is STIE Yasa Anggana Garut. This research used a quantitative approach. The number of samples was determined using the Slovin formula, the sample obtained was 226 respondents. The data analysis used includes; validity test, simple correlation coefficient test, classical assumption test, multiple simple correlation coefficient test, coefficient of determination test, multiple linear regression analysis, Hypothesis Testing. Partial Test (t Test) and Model Feasibility Test (F Test). Simultaneously, the Price and Promotion variables have a significant influence on Student Decisions. This is proven by the calculated F value being greater than the F table value, namely 14.915 > 1.93. From the results of the multiple regression equation, it can be seen that Price and Promotion have a positive influence on Student Decisions, thus if Price and Promotion are increased then student Decisions will also increase. The coefficient of determination (R²) is 0.49, which shows that price and promotion are able to jointly explain 49% of STIE Yasa Anggana Garut students' decisions, while the remaining 51% is influenced by other variables that were not studied. Based on these results, efforts need to be made by STIE Yasa Anggana Garut to improve student decisions by fulfilling student satisfaction with the educational services provided while still prioritizing the quality of the lecture process
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How to Cite
Syaifuddin, S. (2024) “The influence of prices and promotions on student decisions”, Jurnal Mantik, 8(1), pp. 235-244. doi: 10.35335/mantik.v8i1.5047.
References
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Samantha, R., & Almalik, D. (2019). The Influence of Social Media Advertising on Consumer Purchasing Decisions at Bali International University. Udayana University Management E-Journal, 3(2), 58–66.
Seehanate, K. (2017). The Marketing Factors Affecting Students' Decision of Choosing Higher Education Institutions in the South-Northeastern Region. Review of Integrative Business and Economics Research, 6(Special Issue), 275–283. http://buscompress.com/uploads/3/4/9/8/34980536/riber_6-nrru_a17-344_275-283.pdf
Sitanggang, F. A., Putri, D. E., & Sitanggang, P. A. (2021). Analysis of Factors that Influence Students' Decisions in Choosing a Bachelor's Degree Management Study Program at Private Universities and State Universities in Jambi City. 5(1), 117–131. https://doi.org/10.33087/economics.v5i1.300
Suciati, P., Berkuliah, M., Program, D. I., Vocational, P., Indonesia, U., & Social, J. (2019). The Power of the 7P Marketing Mix on Students' Choice of Studying in the Vocational Education Program at the University of Indonesia. Journal of Applied Social Humanities, 2(1). https://doi.org/10.7454/jsht.v2i1.61
Vincenthio, A. G., Renardi, A., & Gunadi, W. (2021). A Conjoint Analysis of MBA Market Preferences When Choosing a University in Indonesia. Journal of Continuing Higher Education, 69(1), 19–33. https://doi.org/10.1080/07377363.2020.1770021
Widowati, T., Gumanti, T. A., & Puspitaningtyas, Z. (2019). The impacts of marketing mix factors on decisions to choose pharmacy college pharmacy. International Journal of Scientific and Technological Research, 8(4), 12–16.
Wilkins, S., Shams, F., & Huisman, J. (2013). The decision-making and changing behavioral dynamics of potential higher education students: the impacts of increasing tuition fees in England. Educational Studies, 39(2), 125–141. https://doi.org/10.1080/03055698.2012.681360
Yin-Fah, B. C., Osman, S., & Foon, Y. S. (2011). Simulation of Sales Promotions towards Buying Behavior among University Students. International Journal of Marketing Studies, 3(3), 78–88. https://doi.org/10.5539/ijms.v3n3p78
Zain, O. M., Jan, M. T., & Ibrahim, A. B. (2013). Factors influencing students' decisions in choosing private institutions of higher education in Malaysia: A Structural Equation Modeling approach. Asian Academy of Management Journal, 18(1), 75–90.
Branch, O. F. M., & Sulawesi, S. (2017). RJOAS, 1(61), January 2017. 1(January), 119–126.
Flowers, M. (2019). Tupa, Bunga and Makatita/ JOURNAL OF MANAGEMENT (SME's) Vol. 9, No. 2, 2019, p235-250. 9(2), 235–250.
Constantinides, E., & Zinck Stagno, M. C. (2013). Higher education marketing: A study on the impact of social media on study selection and university choice. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices, 2(1), 128–146. https://doi.org/10.4018/978-1-4666-4014-6.ch009
Dewi, P. Y. A., & Indrayani, L. (2021). Student Parents' Perceptions of Education Costs. Equity: Journal of Economic Education, 9(1), 69. https://doi.org/10.23887/ekuitas.v9i1.27034
Dimas Ariansyah1, M., Dini2, A. R., & Sukmawati3, D. D. (2023). Winddam.id TikTok Account Marketing Communication Strategy Through TikTok Live Streaming. Proceedings of the National Seminar, 1252–1261.
Dunnett, A., Moorhouse, J., Walsh, C., & Barry, C. (2012). Choosing a University: A conjoint analysis of the impact of higher fees on students applying for university in 2012. Tertiary Education and Management, 18(3), 199–220. https://doi.org/10.1080/13583883.2012.657228
Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The impact of word of mouth and university reputation on student decisions to study at university. Management Science Letters, 8(6), 649–658. https://doi.org/10.5267/j.msl.2018.4.027
Hidayat, R., Sinuhaji, E., Widyaningrum, M., Erdiansyah, & Adrianto. (2018). Factors that influence students' decision to choose private universities in Medan City Indonesia. Academy of Strategic Management Journal, 17(6), 6104.
Indriyani, R., & Suri, A. (2020). The Influence of Social Media on Purchasing Decisions Through Consumer Motivation on Fast Fashion Products. Journal of Marketing Management, 14(1), 25–34. https://doi.org/10.9744/pemarketan.14.1.25-34
Istiani, N., & Islamy, A. (2020). Social Media Jurisprudence in Indonesia. Ash Syar'Iyyah: Journal of Sharia Science and Islamic Banking, 5(2), 202–225. https://doi.org/10.32923/asy.v5i2.1586
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
Jackson, G. A., & Weathersby, G. B. (1975). Individual Demand for Higher Education. The Journal of Higher Education, 46(6), 623–652. https://doi.org/10.1080/00221546.1975.11778666
Kusumawati, A., Yanamandram, V., & Perera, N. (2010). University marketing and consumer behavior concerns: the shifting preferences of university selection criteria in Indonesia. Biennial Conference of the Asian Studies Association of Australia in Adelaide, 5(January), 1–16.
Kwang, M. S. (2019). The influence of marketing mix, on the student's choice of University – Two state universities in Sweden. 1–75.
Migin, M. W., Falahat, M., Yajid, M. S. A., & Khatibi, A. (2015). Impacts of Institutional Characteristics on International Students' Choice of Private Higher Education Institutions in Malaysia. Higher Education Studies, 5(1). https://doi.org/10.5539/hes.v5n1p31
Moogan, Y. J., & Baron, S. (2003). An analysis of student characteristics within the student decision making process. Journal of Further and Higher Education, 27(3), 271–287. https://doi.org/10.1080/0309877032000098699
Mukromin, W. L. (2019). Media As A Social And Commercial Institution. Al-Nashihah Journal|, 3(2), 135–161.
Reddy, V. P. (2014). The influence of social media on international students' choice of university and course. School of Information Systems Science & Engineering Faculty Queensland University of Technology, 1–205.
Rusdian, S. (2016). The Influence of the Services Marketing Mix on Students' Decisions in Choosing Higher Education (Study at STIE Yasa Anggana Garut). Prismakom LPPM STIE Yasa Anggana Garut.
Samantha, R., & Almalik, D. (2019). The Influence of Social Media Advertising on Consumer Purchasing Decisions at Bali International University. Udayana University Management E-Journal, 3(2), 58–66.
Seehanate, K. (2017). The Marketing Factors Affecting Students' Decision of Choosing Higher Education Institutions in the South-Northeastern Region. Review of Integrative Business and Economics Research, 6(Special Issue), 275–283. http://buscompress.com/uploads/3/4/9/8/34980536/riber_6-nrru_a17-344_275-283.pdf
Sitanggang, F. A., Putri, D. E., & Sitanggang, P. A. (2021). Analysis of Factors that Influence Students' Decisions in Choosing a Bachelor's Degree Management Study Program at Private Universities and State Universities in Jambi City. 5(1), 117–131. https://doi.org/10.33087/economics.v5i1.300
Suciati, P., Berkuliah, M., Program, D. I., Vocational, P., Indonesia, U., & Social, J. (2019). The Power of the 7P Marketing Mix on Students' Choice of Studying in the Vocational Education Program at the University of Indonesia. Journal of Applied Social Humanities, 2(1). https://doi.org/10.7454/jsht.v2i1.61
Vincenthio, A. G., Renardi, A., & Gunadi, W. (2021). A Conjoint Analysis of MBA Market Preferences When Choosing a University in Indonesia. Journal of Continuing Higher Education, 69(1), 19–33. https://doi.org/10.1080/07377363.2020.1770021
Widowati, T., Gumanti, T. A., & Puspitaningtyas, Z. (2019). The impacts of marketing mix factors on decisions to choose pharmacy college pharmacy. International Journal of Scientific and Technological Research, 8(4), 12–16.
Wilkins, S., Shams, F., & Huisman, J. (2013). The decision-making and changing behavioral dynamics of potential higher education students: the impacts of increasing tuition fees in England. Educational Studies, 39(2), 125–141. https://doi.org/10.1080/03055698.2012.681360
Yin-Fah, B. C., Osman, S., & Foon, Y. S. (2011). Simulation of Sales Promotions towards Buying Behavior among University Students. International Journal of Marketing Studies, 3(3), 78–88. https://doi.org/10.5539/ijms.v3n3p78
Zain, O. M., Jan, M. T., & Ibrahim, A. B. (2013). Factors influencing students' decisions in choosing private institutions of higher education in Malaysia: A Structural Equation Modeling approach. Asian Academy of Management Journal, 18(1), 75–90.
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