[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-231516-105":59,"doc-detail-231516-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","marketing-mix-on-the-decision-to-choose-a-private-university-in-bandung-city","Marketing Mix on the Decision to Choose a Private University in Bandung City","","This quantitative study examines which elements of the marketing mix shape students’ decisions when choosing a private university in Bandung. The research analyzes product, price, place, promotion, people, building, and process using verification analysis. Primary data are collected through questionnaires from 162 students across several private universities, supported by secondary sources including books, prior articles, and related literature. Results show promotion, people, and process are individually significant, while product, price, and place are not; jointly, all variables significantly influence students’ choices.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/marketing-mix-on-the-decision-to-choose-a-private-university-in-bandung-city/231516/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/marketing-mix-on-the-decision-to-choose-a-private-university-in-bandung-city/231516.png","ImageObject",300,407,{"name":92,"@type":93},"Đào","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-17","2026-09-10",true,{"@type":102,"interactionType":103,"userInteractionCount":52},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"Which marketing mix elements influence students’ decisions to choose private universities in Bandung?","Question",{"text":112,"@type":113},"The study finds promotion, people, and process have significance values below 0.05, indicating individual influence on students’ decisions.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"Do product, price, and place individually affect the decision?",{"text":117,"@type":113},"No. The variables product, price, and place are not individually significant based on the study’s individual significance analysis.",{"name":119,"@type":110,"acceptedAnswer":120},"How do all marketing mix variables perform together?",{"text":121,"@type":113},"Together, all marketing mix variables have a significant effect on students’ decisions to choose private universities in Bandung City.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},231516,1789065737,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":52,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":129,"read_time":144,"preview_page_count":4},1374402968488,"https://ap-avatar.wpscdn.com/davatar_29158cc5080c5b710cf443261637dec0","DOI: [https://doi.org/10.31933/dijemss.v5i5](https://doi.org/10.31933/dijemss.v5i5)[ ](https://doi.org/10.31933/dijemss.v5i5)Received: 22 May 2024, Revised: 8 June 2024, Publish: 9 June 2024  \n[https://creativecommons.org/licenses/by/4.0/](https://creativecommons.org/licenses/by/4.0/)  \nThe Effect of Marketing Mix on the Decision to Choose a Private University in Bandung City  \nEzra Karamang1, Agus Aribowo2, Hendry Suhardiman3  \n1 Universitas Indonesia Membangun, Bandung, Indonesia, [ezra.karamang@inaba.ac.id](ezra.karamang@inaba.ac.id)  \n2 Universitas Kristen Maranatha, Bandung, Indonesia, [agus.aribowo@eco.maranatha.edu](agus.aribowo@eco.maranatha.edu)  \n3 SMPK 3 Bina Bakti, Kabupaten Bandung, Indonesia, [hendrysuhardiman@binabakti-bdg.sch.id](hendrysuhardiman@binabakti-bdg.sch.id)  \nCorresponding Author: [ezra.karamang@inaba.ac.id](ezra.karamang@inaba.ac.id)  \nAbstract: This study identifies the elements in the marketing mix that influence students'decisions when choosing a private university in Bandung, including product, price, location, promotion, people, building, and process. By understanding the influence of each of these elements, private universities in Bandung are expected to be more effective in attracting students. The research was conducted by applying quantitative methods with verification analysis. Primary data in the study was obtained through distributing questionnaires to 162 students taken from several private universities in Bandung. While secondary data comes from books, previous articles, the internet and other related literature that has been previously examined and analyzed by researchers. Sampling was carried out using non-probability techniques, namely the random sampling method without certain criteria. Findings Individual significance analysis shows that the variables of promotion, people, and process have a significance value below 0.05, while product, price, and place are not individually significant. However, simultaneously, all of these variables have a significant effect on students'decisions to choose private universities in Bandung City.  \nKeywords: Marketing Mix, Decision to Choose, Private University.  \nINTRODUCTION  \nEducation in Indonesia is key in the country's social, economic and cultural development. (Astomo, 2021) . Higher education is divided into public and private categories. Both categories are guided by the Ministry of Education, Culture and Research. There are several types of higher education institutions; for example, universities, colleges, institutes, academies and polytechnics,(Rahardja et al., 2021) .  \nPublic universities or Perguruan Tinggi Negeri (PTN) and private universities or Perguruan Tinggi Swasta (PTS) have an important contribution to national education. However, there are some differences between PTN and PTS,(Serfiyani, 2020) . recent years, the development of PTS compared to PTN has shown significant differences, such as in terms of the quality of graduates. PTS graduates are considered to have more specific skills and are more ready to work directly after graduation. In contrast, PTN graduates usually have more  \ngeneral skills and are better prepared to continue to a higher level of education,(Hendrawati, 2024) .  \nGROWTH OF THE NUMBER OF HEALTH CAREERS BY GROUP OF SUPERVISORS  \n PTS  PTN  PTA  PTK  \n3.129  \n3.044  \n2.990  \n2.982  \n1.192  \n1.240  \n1.195  \n1.244  \n122  \n178  \n122  \n187  \n125  \n171  \n125  \n171  \n2019 2020 2021 2022  \nSource: PDDIKTI 2022  \nFigure 1. Growth of Higher Education in Indonesia 2019-2022  \nThe growth in the number of universities in Indonesia has changed from 2015 to 2022. However, the Covid-19 pandemic in 2019-2020 caused a decrease in the number of students and an increase in campus operating costs, resulting in the closure of several campuses,(Irawati & Jonatan, 2020) . In 2020, there were 3,115 universities in Indonesia, with 95.99% coming from private universities and 125 from state universities. By 2022, the number reached ","cbCairXPmmN41Mgn","https://ap.wps.com/l/cbCairXPmmN41Mgn","pdf",915893,11,"English","# Introduction\n## Background of Higher Education in Indonesia\n## Public vs. Private Universities (PTN vs. PTS)\n## Marketing Strategies and Student Choice Context\n## Growth of Higher Education in Indonesia 2019-2022","[{\"question\":\"Which marketing mix elements influence students’ decisions to choose private universities in Bandung?\",\"answer\":\"The study finds promotion, people, and process have significance values below 0.05, indicating individual influence on students’ decisions.\"},{\"question\":\"Do product, price, and place individually affect the decision?\",\"answer\":\"No. The variables product, price, and place are not individually significant based on the study’s individual significance analysis.\"},{\"question\":\"How do all marketing mix variables perform together?\",\"answer\":\"Together, all marketing mix variables have a significant effect on students’ decisions to choose private universities in Bandung City.\"}]","Marketing Mix on the Decision to Choose a Private University in Bandung City | PDF",28]