Factors That Affect the Election of Higher Education in Holistic Marketing Point of View

DOI

10.2991/aebmr.k.210831.065How to use a DOI?

Keywords

higher education, holistic marketing, marketing

Abstract

The research goal is to determine the factors that influence students’ selection in choosing universities. The study used a quantitative approach using questionnaires and using Partial Least Square for data processing. The results of the study indicated that all the holistic components of marketing influenced the selection of Higher Education (HE) and performance marketing had the greatest impact on student decision making in selecting HE, the ease of entry to universities, and a large number of enthusiasts become the factors in attracting prospective students in addition to the quality of education and research institutions., Other vari-ables that are quite influential are relationship and integrated marketing, which have sufficient influence on students in deciding the choice of HE.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nurfitriansyah
AU  - Ratih Hurriyati
AU  - Puspo Dewi Dirgantari
PY  - 2021
DA  - 2021/09/02
TI  - Factors That Affect the Election of Higher Education in Holistic Marketing Point of View
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 332
EP  - 337
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.065
DO  - 10.2991/aebmr.k.210831.065
ID  - 2021
ER  -