The Influence of Brand Element and Education Service Marketing Mix on Brand Momentum of Higher Education Institution

DOI

10.2991/icse-15.2016.34How to use a DOI?

Keywords

brand element; marketing mix of education services; brand momentum

Abstract

Every year universities in Indonesia continues to increase in number and its growth location dominated in the province of West Java and Banten. Nevertheless, the number of college students in West Java decreased. Similarly, the people's preference for universities in West Java as an excellence college that implicitly it can also identically as the best universities in Indonesia is still low. the existence of some of the problems mentioned above shows that there is a problem concerning not optimal brand momentum of colleges in West Java. This study uses a management science approach of marketing. The method used in this study is descriptif survey and explanatory survey. The data used are primary data and secondary data collected through questionnaires and documentation. To measure the influence of brand and marketing mix elements of education services for the brand value of higher education in West Java used SEM (Structural Equation Modelling) analysis technique. Results of the study revealed that the brand elements and the marketing mix of education services has positive influence on the brand momentum of higher education in West Java.

Copyright

© 2016, 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  - Puspo Dewi Dirgantari
AU  - Agus Rahayu
AU  - Disman
AU  - Ratih Hurriyati
PY  - 2016/04
DA  - 2016/04
TI  - The Influence of Brand Element and Education Service Marketing Mix on Brand Momentum of Higher Education Institution
BT  - Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)
PB  - Atlantis Press
SP  - 159
EP  - 165
SN  - 2352-5398
UR  - https://doi.org/10.2991/icse-15.2016.34
DO  - 10.2991/icse-15.2016.34
ID  - Dirgantari2016/04
ER  -