The Relevance of Marketing Mix and Service Quality on Students' Decision-Making Factors Regarding Higher Education and Satisfaction

Abstract

This study conducted aims to examine and analyze the relevance of marketing mix and service quality on the students decision-making, the relevance  of marketing mix,  service quality on student satisfaction and the effect over decisions related on student satisfaction and the relevance of marketing mix and service quality on student satisfaction as a mediating role of students decision-making. Population in this study were all a new students in the study program management, education level of Bachelor degree of the academic year 2015/2016 in Makassar. There are 381 students were used as samples. Data were analyzed using Structural Equation Modelling (SEM) with support Analysis of Moment Structures (AMOS). This study provides findings that the marketing mix and service quality has a significant effect on students decision-making, marketing mix does not directly effect in student satisfaction, services quality and student’s decision-making has a significant on student satisfaction. Marketing mix and service quality has a significant effect on student satisfaction as a mediating role of student’s decision-making. These findings explain that the marketing mix directly affects decision-making, but has no direct effect on satisfaction; marketing mix can affect satisfaction if supported by the student’s decision-making. Service quality affects directly and indirectly on satisfaction as a mediating role of decision-making.