Promotion strategy and pricing strategy its influence on institution image and its implication on student interest (survey at private universities in Bandung, West Java)
| Main Author: | Soeryanto Soegoto, Eddy |
|---|---|
| Format: | Article PeerReviewed |
| Terbitan: |
Universitas Komputer Indonesia
, 2014
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| Subjects: | |
| Online Access: |
http://repository.unikom.ac.id/26845/ http://elib.unikom.ac.id/gdl.php?mod=browse&op=read&id=jbptunikompp-gdl-eddysoerya-33065 |
Daftar Isi:
- The more the growth of private universities, the management of private universities will be faced with stiff competition. This competition has implications on the efforts to retain existing students, and always strive for the acquisition of potential new students through the applications of appropriate marketing strategies. Promotion strategies and education pricing are the main factors to be considered by the organization as a university image acquisition efforts and attract prospective students.This research is descriptive and verification with descriptive and explanatory survey research methods. The unit of analysis in this research are all private universities in Bandung, West Java, while the unit of analysis are 480 students, with proportional random sampling technique. The data analysis technique used is the Structural Equation Model (SEM) with LISREL program.