Minat Pemilihan Perguruan Tinggi Dan Peran Kelompok Referensi Serta Komunikasi Pemasaran Terintegrasi

Abstract

Abstract. This study aims to examine the role of reference groups and integrated marketing communications with the intention of college selection through the mediation of attitudes and subjective norms of consumers. The analysis is done from the perspective of high school students in Indonesia as a developing country. The survey was conducted on 432 students with 91.90 percent of respondent's data that can be analyzed. Data analysis and model testing are proposed using Structural Equation Modeling - Lisrel. The result of the analysis shows that there is an influence of the reference group, integrated marketing communications, attitude and subjective norm toward the intention of college selection. These results provide an overview to the college managerial to develop an integrated marketing communication strategy aimed not only at the consumers of high school students, but also those who play a role in influencing the electoral process such as schools, friends and families, especially parents. Empirically, the results of this study indicate that college consumers in Indonesia in this study are high school students assess that integrated reference groups and marketing communications have an important role in influencing their electoral intention. Subsequently found, the reference group and integrated marketing communications affect the intention of college selection with the mediation of attitude and subjective norms.

Price Analysis, Marketing Communication, and Brand on Costumer Loyalty

“…The results of this study are supported by the results of research conducted by (Muntadliroh, 2016) found that the implementation of an integrated marketing communication strategy for ecotourism services at the Eka Karya Bali Botanical Gardens has a significant impact on increasing tourist interest in visiting the Eka Karya Bali Botanical Gardens. Interest in choosing a college is influenced by integrated marketing communications, reference groups, attitudes, and subjective norms of prospective students (Harwani et al, 2018).…”

Antecedents and Consequences of Attitudes Student towards Entrepreneurial Intention

“…Someone who has an interest in an activity will do the activity with pleasure, Sintya (2019). While Harwani (2018) expressed Intention, which is a statement of individual attitudes regarding how to behave in the future. While Khairani (2017) states that "Interest is different from talent, interest arises from familiarization with the environment or the results of interacting and learning with the environment".…”

Evaluasi Pemasaran Jasa Pendidikan Tinggi Keguruan dan Ilmu Pendidikan Perguruan Tinggi

“…Keinginan masyarakat untuk melanjutkan ke pendidikan tinggi sangatlah besar dan menjadi sorotan untuk dijadikan penelitian demi membentuk strategi guna menarik mahasiswa ke perguruan tinggi sesuai dengan disiplin ilmu yang ditawarkan (Bakker et al, 2019;Harwani et al, 2018;Miguel & Tambe, 2021). Sehubungan dengan ini, Lembaga pusat pembelajaran pendidikan tinggi atau disebut Perguruan Tinggi tidak hanya menyediakan kebutuhan dan mengelola kualitas pendidikan tinggi, tapi juga saling berlomba untuk menunjukkan mutu yang baik agar diminati (Kartikasari et al, 2018;Simangunsong, 2019).…”