Optimizing Private University Image through Educational Unit
Marketing Services Interrelation Strengthened
Elin Rosalin, Taufani Chusnul Kurniatun and Anisa Fadila
Universitas Pendidikan Indonesia, Jl.Dr.Setiabudi No.229, Bandung, Indonesia
rosalin.elin01@upi.edu
Keywords: Marketing Triangle Service, Service Marketing Mix, University Image, Educational Service.
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.
1 INTRODUCTION
Prospective students and their parents are using
adequate information to make decisions in choosing
the right university (Moogan, 2011). This is a time-
consuming decision-making process as it takes many
factors into consideration; in which may differ from
one to another. This is a problem for parents and
prospective students in finding the right university
that suits their needs, from elective number of
courses offered by the university. In situations where
there are many choice programs or brands,
consumers cannot check all brands in detail, so they
tend to focus on the products offered (Ballantyne et
al., 2006). Universities which able to differentiate
themselves by creating strong brand image are
recognized by prospective students and parents as
criteria during the decision-making process in
choosing a university (Plungpongpan et al., 2016).
Brand image has a considerable influence on
consumer behavior (Palacio et al., 2002; Alves and
Raposo, 2010).
Thus, the image is a prediction of consumer
decision to make contact with the organization (Ivy,
2001; Helgesen and Nesset, 2007). Not only
building image, it is also become a way out for
universities to be competitive (Parameswaran and
Glowacka, 1995; Ivy, 2001; Palacio et al., 2002),
and for that we need various efforts to build the
image of college marketing program can play an
important role in brand image (Nguyen and
LeBlanc, 2001; Langer et al., 2006) .The
characteristics of educational services so far are
services that have a high intensity of contact with
users, i.e. service providers interact actively with the
public, especially the public as learners. The
condition of services such as this marketing activity
becomes one of the alternatives to build the image of
universities, marketing is designed to increase the
chances of consumers having positive assumptions
and feelings towards the services or products
(Landrum et al., 1998; Peter and Olson, 2000;
Kotler, 2003; Alma and Hurryati, 2009). On the
other hand, this can certainly affect the intention of
customer behavior of educational services.
Related to the implementation of the marketing
mix by improving the positive image were being
discussed in some research results, namely: (1)
Service Marketing Mix has significant influence to
the brand image and its impact on the purchasing
decision of the course institution participants and the
training of royal English TOEFL & TOEIC center
Rosalin, E., Kurniatun, T. and Fadila, A.
Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened.
In Proceedings of the 1st International Conference on Educational Sciences (ICES 2017) - Volume 2, pages 391-395
ISBN: 978-989-758-314-8
Copyright © 2018 by SCITEPRESS – Science and Technology Publications, Lda. All r ights reserved
391
(Lelyana et al, 2015). (2) There is positive influence
of service marketing mix variable toward
department store image variable (Dahmiri, 2010).
(3) Dedek K. Gultom's research results that the
marketing mix of services (product, educational
cost, place, process, person, physical evidence)
influence student satisfaction (Zeithaml and Bitner,
2003; Kotler and Fox, 2000). Therefore, the purpose
of this research is (1) how the service marketing mix
in the delivery of education services; (2) how the
image of universities in the delivery process of
education services; (3) the influence of service
marketing mix in marketing service delivery of
education to university image either together or
separately.
2 RESEARCH METHODS
This research is a research using survey method to
be able to explain the hypothesis built. This study
was conducted at private universities in Indonesia.
There are approximately 10 private universities in
Bandung City which represent the sample are
selected students based on non-probability sampling
technique of convenience sampling (Creswell,
2012). The data collection tool is a questionnaire.
Researchers conducted descriptive analysis to
determine the profile of respondents, to measure the
relationship between variables processed by
regression analysis method. The analysis was
assisted by using Statistic Program Social Science
(SPSS) version 21.0 for Windows. Used this method
with consideration of the existence of relationships
between variables that occur simultaneously.
Multiple linear regression analysis estimates the
magnitude of coefficients generated by linear ones
involving two independent variables to be used as
predictors of the value of the dependent variable.
The research model is as in figure 1:
Figure 1: Research model.
3 RESULTS AND DISCUSSION
3.1 Marketing Mix and Higher
Education Image Overview
An overview of the variables X (Educational Service
Marketing Mix) and Y (Private University Imagery)
can be determined by Weighted Means Score
(WMS) calculation technique which aims to
measure the general trend of respondents score. The
general description of the private college marketing
mix based on the research results is in table 1 as
follows:
Table 1: WMS calculation result on variables X.
No
Indicator
WMS Result
Annotation
Educational Service Marketing Mix
75,6%
Good
1
Institution’s Vision & Mission
79,4%
Good
2
Academic Rules/Policies
75,2%
Good
3
Product Reputation
79,8%
Good
4
Product Selection Variation
80,2%
Good
5
Product
Differentiation/Product
Characteristics
71,5%
Good
6
Product Prospectus
75,6%
Good
7
Course (Real Product)
75,4%
Good
8
Syllabus (Real Product)
74,4%
Good
9
Featured Program
74,4%
Good
10
Management Information
System
76%
Good
Product Mix
76,22%
Good
11
Coorporate Design
85%
Very Good
12
Campus information
promotion
81%
Good
13
Community Relations
Activities
72%
Good
14
Sales promotion (scholarship
information)
80%
Good
Bauran Promosi
79,6%
Good
15
Affordability
70%
Good
16
Payment Procedures
74%
Good
17
The suitability of educational
costs with educational
products, facilities and
services received
71%
Good
Price Mix
72%
Good
ICES 2017 - 1st International Conference on Educational Sciences
392
18
Strategic location (easy access
to location and public
transport available)
19
The location is close to the
city center, learning
environment and parking lot
condition
Location Mix
20
Lecturers academic
competence
21
Mastery competence in
teaching methods
22
Lecturer’s Discipline
23
Lecturing Material Content
24
Administrator competence in
university management
services
25
Employee competency in
providing information
People Mix
26
Exterior design, attractive
interior design
27
Completeness of supporting
facilities and rooms
Physical Facility Mix
28
Learning Process
29
Service Process
Process Mix
From the results of WMS processing, the
findings of the research on the marketing service
mix of Private Universities in Bandung are in good
category with the percentage score of 76.5% based
on the calculation of the results of each service mix
(product, price, promotion, location, person,
process). The lowest yield is in the price mix with a
72% gain, which is obtained from the calculation of
Weighted Means Score (WMS) of each price mix
indicator indicates that private universities have a
price-oriented mix for students such as affordability,
simplified payment procedures, and the conformity
of fees provided with the facilities received.
The highest score is on promotion mix indicators,
based on the results of Weighted Means Score
(WMS) of 79.6%, it shows that private universities
have a promotional mix performance that is able to
attract students by providing information,
influencing and offering various products owned by
private universities through press, electronic and
online media. An overview of private university
image based on research results is in table 2 as
follows:
Table 2: Consultation result of WMS calculation
variable Y.
No
Question
WMS
Result
Category
IMAGERY
75%
Good
30
Student competence input
75%
Good
31
Lecturer's science
competency, teaching
method, discipline input
79%
Good
32
Administrative officer and
staff input
72%
Good
33
Learning curriculum input
(teaching materials,
syllabus, courses applied to
universities)
78%
Good
34
Student's view on the
facilities input (complete,
comfort, and security)
73%
Good
Imagery Input
75%
Good
35
Learning and Evaluation
Process
77%
Good
36
Service process responsive
and anticipative to the
needs and own
accountability
69%
Good
37
Campus managerial
transparency process
70%
Good
Imagery Proses
74%
Good
38
Students’ graduation
accuracy
74%
Good
39
Fields of Work/ Industry
point of view towards
graduates or alumni
79%
Good
Imagery Output
76%
Good
Based on the results of the calculation of
Weighted Means Score (WMS) variable Y scored
75%. This result based on calculation of result of
each indicator of Universities imagery consist of
input image, output process, result of lowest value
on indicator variable Y that is on image process with
score 74%. It shows that process performance at
private university; such as service process which put
forward aspects of simplicity, simplicity of
procedure, clarity, accuracy in providing information
and quick response to complaints students in terms
Optimizing Private University Image through Educational Unit Marketing Services Interrelation Strengthened
393
of service. In addition, from the learning process
such as learning process in class (systematic, easy to
understand, fun), process examination process in
academic supervision, academic schedule oriented to
the quality of education plan of college itself. As
well as trying to transparency in terms of
educational management processes such as
transparency of assessment, learning, allocation of
funds that are generally paid by students, quality
management, quality transparency which has been
achieved. With these various efforts will foster
satisfaction, trust and positive image of students will
be the process of education perceived by students
The highest value obtained from this image
variable is in the output image indicator that is 76%.
This indicates that the outputs of private universities
such as the accuracy of students' graduation and the
good view of the industrial world to the alumni of
private university graduates which are seen in the
cooperation held by each private university with the
industry world become the picture that the private
university graduates in good view by industry or
work.
From normality test data revealed that variables
X and Y is seen as normal distribution and linearity
test also shows that variable X and Y is linear.
3.2 Effect of Marketing Mix toward
Higher Education Imagery
According to statistical processing we found that the
effect from marketing mix to the process are in table
3:
Table 3: The marketing mix effect to the process
(X1-X6 to X7).
Based on Table 3 we found that the all factors are
predictors for the process in marketing mix of
private universities. It means product, promotion,
price, location, people and physical facilities have
positive effect to the process. If products, prices,
promotions, locations, physical facilities and people
are increased or added then the process will also
increase in quality. However, based on the test
results of significance there is no significant
influence between the factors studied (all of
Significant value > 0,05) It can be assumed that
there has been an autocorrelation effect, since the
process is part of the marketing mix. Furthermore,
the researcher decreased the confidence level to 90%
or 0.1. If the trust value is lowered to 90% then there
is a significant influence i.e. location, person and
physical facilities. Later, the effect of process to
imagery we found that process has positive effect
and significant to the image of private universities.
Thus, the results of this study in accordance with
some previous research that is the service Marketing
Mix has a significant impact to the brand and the
training of the Royal English TOEFL & TOEIC
center (Lelyana et al, 2015), marketing mix of
services (product, educational cost, place, process,
person, physical evolution) influence student
satisfaction (Zeithaml and Bitner, 2003), marketing
mix of services (Dahmiri, 2010), Kotler and Fox
(2000). Nevertheless, this research model there is a
weakness with the alleged occurrence of auto
correlation, so in the next research the research
model needs to be improved.
4 CONCLUSIONS
Based on the research results can be seen that
aspects in the marketing mix of private university
services, the factors that have a positive and
significant impact on the process are location,
people and physical facilities. While the process has
a positive and significant impact on the image of
private universities. It shows that to improve the
image, private universities need to prioritize
strategic location, qualified lecturers and service
personnel as well as adequate physical facilities and
infrastructure. This will lead to a better service
process so that the image of private universities also
become good. Thus, to optimize the image of private
universities, efforts should be made: choosing a
strategic campus location, developing human
resources (lecturers and administrative personnel)
and improving campus facilities, especially for
teaching and learning activities and student
activities. This will improve the quality of service
processes and ultimately enhance the image of
private universities.
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394
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