Marketing Mix Strategy on College Decision PTMA in East Java Region

Rita Ambarwati; dkk

Sinopsis

This study aims to determine the role of word of mouth in mediating the influence of the marketing mix on college decisions at the PTMA campus in East Java This research consists of one independent variavle is marketing mix one intervening variable word of mouth and one dependent variable is college decision This study uses sample data collection through questionnaires Withe the number of respondents 125 students and alumni of the PTMA East Java campus Data analysis in this study used the statistical technique Partial Least Square PLS The results of this study indicate that there are two significant direct effects marketing mix on word of mouth and college decisions and word of mouth on college decisions does not have a significant effect Then this study show 1 indirect effect which is not significant marketing mix to collage decision through word of mouth Base on the results of the study college should maintain a marketing mix strategy so that they can improve word of mouth and college decisions for prospective students

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