Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened

Elin Rosalin, Taufani Chusnul Kurniatun, Anisa Fadila

2017

Abstract

This research seeks to reveal the role of performance of educational service marketing mix (physical facilities and processes) and their impact on the university image. This research was conducted by using field survey approach. Data taken from private university students as many as 130 people using convenience sampling technique. Data analysis and hypothesis testing is run by using regression analysis and SPSS software Version 21.0 for windows. The results of this study indicated that the aspect of educational service mix has a significant role in shaping the university image. For marketing performance in the physical facilities mix and process mix affect the university image. The image is emphasizing on the students' point of views, impressions, feelings, conceptions toward the operational activities of education ranging from input, process, output oriented in terms of service directly in the sense of students as recipients of services, which may affect directly or indirectly. Finally, the implications of this study are directed to the development of institutional strategies in service marketing triangles with reference to the marketing service mix aspect and the specific managerial implications in managing universities.

Paper Citation

in Harvard Style

Rosalin E., Kurniatun T. and Fadila A. (2017). Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened.In 1st International Conference on Educational Sciences - Volume 2: ICES, ISBN 978-989-758-314-8, pages 391-395. DOI: 10.5220/0007051209400944

in Bibtex Style

@conference{ices17,
author={Elin Rosalin and Taufani Chusnul Kurniatun and Anisa Fadila},
title={Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened},
booktitle={1st International Conference on Educational Sciences - Volume 2: ICES,},
year={2017},
pages={391-395},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007051209400944},
isbn={978-989-758-314-8},
}

in EndNote Style

TY - CONF

JO - 1st International Conference on Educational Sciences - Volume 2: ICES,
TI - Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened
SN - 978-989-758-314-8
AU - Rosalin E.
AU - Kurniatun T.
AU - Fadila A.
PY - 2017
SP - 391
EP - 395
DO - 10.5220/0007051209400944