FACTORS THAT AFFECT THE ELECTION OF HIGHER EDUCATION (HOLISTIC MARKETING POINT OF VIEW))
Nur Fitriansyah*,Ratih Hurriyati*, Puspo Dewi Dirgantari*

Universitas Pendidikan Indonesia

Abstract

The increasing number of universities makes competition in recruiting new students more stringent, colleges are required to know the factors that influence and make the students choosing their next level of education. The goal of the research to determine the factors that influence the selection of students in selecting universities, furthermore, these factors are grouped into the components of holistic marketing, which are Internal marketing, Integrated marketing, Performance Marketing, and Relationship marketing.

The study used a quantitative approach using questionnaires deployed online and using Partial Least Square version 3 for data processing.
The results of the study indicated that all the holistic components of marketing influenced the selection of PT and performance marketing had the greatest impact on student decision-making in selecting colleges.

Keywords: Holistic Marketing, Higher Education, PLS, Student Recruitment

Topic: Marketing Management