Influence of Service Marketing Mix (8P) Towards Decision of Students Choosing Faculty of Tourism Pelita Harapan University
Abstract
The College is an educational provider where its existence is expected to create a man who has added value and able to produce scientific work and technological innovation. This research aims to analyse and identify how to increase the number of students at the Faculty of Tourism, Universitas Pelita Harapan which contained in the variable product, place, promotion, price, people packaging, programming, partnership.. As well as to identify if there is an influence from the service marketing mix to the decision of students choosing the Faculty of Tourism University Pelita Harapan, this research using the technique of sampling convinience is all students faculty of tourism intake 2017.2018 and 2019. This research uses a quantitative paradigm. Researchers use data collection methods with questionnaires with 350 respondents obtained using a six-point Likert scale. Data analyzed using smart PLS. And the results showed that the variable product, promotion price, people and partnership, programming variables, packaging have a positive influence and significant on the student’s decision to choose the Faculty of Tourism Pelita Harapan University while the place variable has insignificant on the student’s decision to choose the Faculty of Tourism Pelita Harapan University. This study provides several theoretical contributions, managerial implications and suggestions for subsequent research. This study is expected to provide input to the university especially the Faculty of Tourism in order to increase the number of students.