HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY
HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY
DOI:
https://doi.org/10.55606/bijmt.v2i3.740Kata Kunci:
Seller market, Marketing mix, product, price, place, promotion, people, process, physical evidenceAbstrak
ABSTRACT
As a producer of educational services, higher education is still a seller's market and potential students are flocking to enroll in higher education. The number of PTS and the number of students are relatively large, which causes competition between PTS, with the aim that future students choose higher education more rationally based on their own understanding of changes in the environment. For private higher education providers, the customers who directly use their services are students, and the competitors are providers of educational services at the same level. Changes include academic and non-academic internal initiatives and various forms of external pressure for this satisfactory agency service created by the marketing mix. Elements of this marketing mix strategy include 7P, 4P marketing mix (product, price, channel, advertising) and internal 3P resources (people, process, physical evidence) in service marketing
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Chitine Moorman (1990), The Effects of Stimulus and Consumer Characteristics on the Nutrition Information, Journal Consumer Research.
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Fornel Chaes & Birger Wernerfelt (1987), Deferisit Marketing Strategy by Consumers Complaint Management, A Thoretical Analysis, journal of Marketing Research.
Ghozali, Imam (2004), Model Persamaan Struktural; Konsep dan Aplikasi Dengan Program Amos Ver. 5.0; BP Undip, Semarang
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Salim, Emil. (1991), Sumber Daya Manusia Dalam Perspektif. Dalam: Conny R. Semiawan dan Soedijarto (Ed), Mencari Strategi Pengembangan pendidikan Nasional menjelang Abad XXI. PT. Grassindo Jakarta.
Santoso, S (2002), Statistik Multivariat, Cetakan Pertama, PT. Alek Media Koputindo, Jakarta.
Sagir, Soeharsono, (1986), Kontribusi Pendidikan Dalam Menyiapkan dan Membina Tenagakerja Terampil, Kreatif, dan Mandiri Untuk Berbagai sektor pembangunan, Dalam: A.W. Widjaya. Manusia Indonesia, individu, keluarga, dan Masyarakat. Akademika pressindo jakarta.
Setiadi, J. Nugroho (2003); Perilaku Konsumen; Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran; Edisi Pertama, Prenada Media, Jakarta
Simonson, Itamar (1993), Get Closer to Your Customers by Understanding How They Make Choices; California Management Review (Summer)
Singaribun Masri (1999), Metode Penelitian Survay, LP3ES, Jakarta
Sumarman, Ujang (2003), Perilaku Konsumen; Teori dan Penerapannya dalam Pamasaran; Cetakan Pertama’ Ghalia Indonesia, Jakarta
Sumarni dan Soeprihanto. (1995), Pengantar Bisnis, Dasar-dasar Ekonomi Perusahaan, Edisi Keempat, Cetakan Pertama, Liberty, Yogyakarta.
Sutisna (2003), Perilaku Konsumen & Komunikasi Pemasaran; Cetakan Ketiga, PT Remaja Rosdakarya, Bandung
Soeratno dan Arsyad. (1995), Metode Penelitian, Untuk Ekonomi dan Bisnis, Cetakan Kedua, UPP AMP YKPN, Yogyakarta.
Stanton. (1996), Prinsip Pemasaran, Alih Bahasa Drs. Sadu Sundaru, Edisi Ketuju, Jilid 2, Penerbit Erlangga, Jakarta.
Terry L. Childers & Akstay R. Row (1992), The Familial and Peerbased Reference Group on Consumer Division, Journal of ConsumerResearch
Tjiptono, Fandy dan Chandra, Gregorius (2005); Service quality & Satisfaction; Edisi I, Andi, Yogyakarta
Tilaar, H.A.R. (1992), Manajemen pendidikan Nasional. PT. Remaja Rosda karya bandung.
Todaro, Michael. P. (1981), Econimic Development in the Third Word, Longman London.
Yudelson, Julian (1988), The Four Ps of Nonprofit Marketing; Nonprofit World (November/December)
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2022-10-28
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Heru Yulianto, & Bambang Widjanarko Susilo. (2022). HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY: HIGHER EDUCATION DEVELOPMENT STRATEGY USING INTERNAL RESOURCES AND MARKETING MIX STRATEGY. Brilliant International Journal Of Management And Tourism , 2(3), 169–187. https://doi.org/10.55606/bijmt.v2i3.740
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