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A quantitative survey of 110 active students used Likert-scale questionnaires and multiple linear regression with SPSS. Results show both promotion and tuition fee variables have a positive and significant effect, with promotion as the dominant factor, informing optimization of marketing communications and financing policy.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & 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Communication Studies (IJACS)  \nThe article is published with Open Access at: [https://teewanjournal.com/index.php/ijacs](https://teewanjournal.com/index.php/ijacs)  \nThe Influence of Promotion Strategies and Education Costs on Students'Decisions in Choosing Private Universities  \nFalah Ramadhina Zebua*  \nMarine Transportation Management Study Program, Faculty of Management and Business, Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia  \n*Email: [falahzebua@gmail.com](falahzebua@gmail.com)  \nAbstract  \nThis study aims to analyze the influence of promotion and tuition fees on students' decisions in choosing a private university (PTS). The high level of competition among PTS requires each institution to implement appropriate promotional strategies and set competitive tuition fees to attract prospective students. This study used a quantitative approach with a survey method of 110 active students of the Trisakti Institute of Transportation and Logistics who had passed the college selection stage. Data were collected through a closed-ended questionnaire with a Likert scale and analyzed using multiple linear regression techniques with the help of SPSS software. The results showed that promotion and tuition fees variables had a positive and significant influence on student decisions. Promotion variables were the most dominant factor, which emphasized the important role of marketing communications in shaping perceptions and increasing prospective students' interest. On the other hand, aspects of affordability and reasonable tuition fees were also key considerations in the decision-making process. These findings provide implications for PTS managers to optimize promotional strategies that better suit prospective students' needs and evaluate financing policies to align with the economic conditions of the target market.  \nKeywords: private universities, promotion, student decisions, tuition fees  \nINTRODUCTION  \nHigher education plays a strategic role in developing the quality of a nation's human resources. Universities serve not only as centers for scientific development but also as primary institutions for preparing competent graduates capable of competing in the workforce. Amidst globalization and rapid technological advancement, the quality of human resources is a key factor in determining a country's competitiveness. Therefore, universities are required to produce a generation that excels not only academically but also possesses practical skills, moral integrity, and the ability to think critically and creatively.  \nIndonesia's higher education system consists of state universities (PTN) and private universities (PTS) . State universities are generally highly attractive due to their relatively affordable tuition fees, thanks to government subsidies, and their established reputation within the community. However, limited capacity at state universities means that not all high school graduates are accepted each year. This situation makes private universities the primary alternative for prospective students who are not accepted at state universities,  \nor for those who choose private universities based on specific considerations, such as location, study programs, flexibility of schedule, and comfortable campus environment.  \nWhile private universities (PTS) play a crucial role in expanding access to higher education, they also face significant challenges. The dynamics of higher education in Indonesia demonstrate increasingly intense competition among universities, particularly within private universities. This competition extends not only to academic quality but also to institutional marketing strategies, tuition policies, facility availability, and the quality of administrative services provided to students.  \nOne of the main challenges facing private universities (PTS) is how to attract prospective students to their institution.","cbCaisn2wViwgfQ3","https://ap.wps.com/l/cbCaisn2wViwgfQ3","pdf",228119,"English","# Introduction\n## Role of higher education and competitiveness\n## Landscape of state vs. private universities\n## Challenges in attracting prospective students\n## Promotion strategies\n## Tuition fees and affordability perceptions\n## College selection process","[{\"question\":\"What factors are examined in the study?\",\"answer\":\"The study examines promotion strategies and education costs (tuition fees) and how they influence students’ decisions in choosing private universities.\"},{\"question\":\"How was the research conducted?\",\"answer\":\"The research used a quantitative survey of 110 active students, collecting data with a closed-ended Likert-scale questionnaire and analyzing it using multiple linear regression with SPSS.\"},{\"question\":\"What are the key findings about promotion and tuition fees?\",\"answer\":\"Both promotion and tuition fee variables have a positive and significant influence on student decisions, and promotion is the most dominant factor affecting those decisions.\"}]","The Influence of Promotion Strategies and Education Costs on Students' Decisions in Choosing Private Universities | PDF"]