Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)

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The Influence of Brand Element and Education Service Marketing Mix on Brand Momentum of Higher Education Institution

Authors
Puspo Dewi Dirgantari, Agus Rahayu, Disman, Ratih Hurriyati
Corresponding Author
Puspo Dewi Dirgantari
Available Online April 2016.
DOI
10.2991/icse-15.2016.34How to use a DOI?
Keywords
brand element; marketing mix of education services; brand momentum
Abstract

Every year universities in Indonesia continues to increase in number and its growth location dominated in the province of West Java and Banten. Nevertheless, the number of college students in West Java decreased. Similarly, the people's preference for universities in West Java as an excellence college that implicitly it can also identically as the best universities in Indonesia is still low. the existence of some of the problems mentioned above shows that there is a problem concerning not optimal brand momentum of colleges in West Java. This study uses a management science approach of marketing. The method used in this study is descriptif survey and explanatory survey. The data used are primary data and secondary data collected through questionnaires and documentation. To measure the influence of brand and marketing mix elements of education services for the brand value of higher education in West Java used SEM (Structural Equation Modelling) analysis technique. Results of the study revealed that the brand elements and the marketing mix of education services has positive influence on the brand momentum of higher education in West Java.

Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
April 2016
ISBN
10.2991/icse-15.2016.34
ISSN
2352-5398
DOI
10.2991/icse-15.2016.34How to use a DOI?
Copyright
© 2016, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Agus Rahayu
AU  - Disman
AU  - Ratih Hurriyati
PY  - 2016/04
DA  - 2016/04
TI  - The Influence of Brand Element and Education Service Marketing Mix on Brand Momentum of Higher Education Institution
BT  - Proceedings of the 1st UPI International Conference on Sociology Education (UPI ICSE 2015)
PB  - Atlantis Press
SP  - 159
EP  - 165
SN  - 2352-5398
UR  - https://doi.org/10.2991/icse-15.2016.34
DO  - 10.2991/icse-15.2016.34
ID  - Dirgantari2016/04
ER  -