PENGEMBANGAN KONSEP JASA PENDIDIKAN TINGGI BERBASIS KEINGINAN KONSUMEN POTENSIAL

Andriya Risdwiyanto; Basu Swastha Dharmmesta

PENGEMBANGAN KONSEP JASA PENDIDIKAN TINGGI BERBASIS KEINGINAN KONSUMEN POTENSIAL

Andriya Risdwiyanto^(1*), Basu Swastha Dharmmesta⁽²⁾

(1) STIE YKPN Yogyakarta
(2) Universitas Gadjah Mada
(*) Corresponding Author

Abstract

This research tests a model of the influence of marketing stimuli to the choice of private colleges in Yogyakarta and Central Java. The study uses confirmatory factor analysis for a model comprising seven marketing stimuli (product, price, place, promotion, people, physical evidence, and process) which influence the choice of private colleges in Yogyakarta and Central Java. Regression analysis model is used to determine the influence of marketing stimuli to the choice of private colleges. Data are gathered through survey to applicants (potential customer) from Yogyakarta and Central Java high schools. This research provides a systematic model to develop a concept of private higher education services in Yogyakarta and Central Java.

Keywords

Market research, Marketing stimuli, Product choice behavior, Product concept development, College services, Private colleges

Full Text:

PDF

References

Arief, Sritua. (1993), Metodologi Penelitian Ekonomi. Jakarta: UI-Press.

Assael, Henry (1995), Consumer Behavior & Marketing Action. Fifth Edition. Ohio: South-Western College Publishing.

Badan Akreditasi Nasional. (1998), Direktori Akreditasi Program Studi Jenjang Sarjana (S1) Hasil Penilaian Tahun 1996/1997: Direktori Umum. Buku 1. Jakarta: Depdikbud.

Bergin, Sarah. (1997), "Communication is the Key to Customer Success." Transportation & Distribution (March), p. 82-84.

Burchill, Gary and Charles H. Fine. (1997), "Time versus Market Orientation in Product Concept Development: Empirically-Based Theory Generation." Management Science (April), p. 465-478.

Cohen, Lou. (1995), Quality Function Development: How to Make QFD Work for You. Massachussetts: Addison-Wesley Publishing Co.

Cooper, Donald R. & C. William Emory. (1995), Business Research Methods. Fifth Edition.

Chicago: Richard D. Irwin, Inc. Direktorat Perguruan Tinggi Swasta. (1996/1997), Direktori Perguruan Tinggi Swasta Indonesia. Jakarta: Depdikbud.

Dardjowidjojo, Soenjono. (1991), Pedoman Pendidikan Tinggi. Jakarta: Grasindo.

Hair, Joseph F. Jr., Rolph E. Anderson, Ronald L. Tatham, & William C. Black. (1995), Multi-variate Data Analysis with Readings. Fourth Edition. New Jersey: Prentice-Hall, Inc.

Hanssens, Dominique M. (1996), “Customer Information: Building A Strategic Asset.” Chief Executive (May), p. 66-67.

Ilyas, Yusniar. (1999), "Tantangan Perguruan Tinggi Swasta Indonesia dalam Menghasilkan Lulusan Berkualitas Menghadapi Era Globalisasi." Jurnal Ekonomi, Bisnis, dan Koperasi (April), hal. 36-41.

Kartajaya, Hermawan. (1994), “The Strategic Marketing Plus 2000 Conceptual Framework.” Swa, Edisi Khusus IV (Agustus).

Khazabet, V.L. (1997), "Improving the Product Development Process." Industrial Management (March/April), p. 16-18.

Khurana, Anil & Stephen R. Rosenthal. (1997), "Integrating the Fuzzy Front End of New Product Development." Sloan Management Review (Winter), p. 103-120.

Kibildis, William (1989), "The Product Development Challenge." CPCU Journal (June), p. 97-104.

Kim, Jaeon & Charles W. Mueller (1978), Introduction to Factor Analysis: What It Is and How to Do It. London: Sage Publications.

Kotler, Philip. (1997), Marketing Management: Analysis, Planning, Implementation, and Control. Ninth Edition. New Jersey: Prentice Hall, Inc.

Peterson, Robert T. (1988), "An Analysis of New Product Ideas in Small Business." Journal of Small Business Management (April), p.25-31.

Schiffman,Leon G. & Leslie L. Kanuk. (1994), Consumer Behavior. Fifth Edition. New Jersey: Prentice-Hall Book, Co.

Schilling, Melissa A. & Charles W.L. Hill (1998), "Managing the New Product Development Process: Strategic Imperatives." Academy of Management Executive (Vol. 12 No. 3), p. 67-81.

Sekaran, Uma. (1992), Research Methods for Business: A Skill-Building Approach. Second Edition. Singapore: John Wiley & Sons, Inc.

Simonson, Itamar. (1993), "Get Closer to Your Customers by Understanding How They Make Choices." California Management Review (Summer), p. 68-84.

Wajdi, Farid. (1998), "Faktor-faktor yang Mempengaruhi Calon Mahasiswa Memilih Program Studi di Universitas Muhammadiyah Surakarta." Empirika (Nomor 22), hal. 90-122.

Yudelson, Julian. (1988), "The Four Ps of Nonprofit Marketing." Nonprofit World (November/December), p. 21-23.

Article Metrics

Abstract views : 1573 |

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Journal of Indonesian Economy and Business

Journal

Editorial Team
Focus and Scope
Peer Review Process
Publication Ethics
Screening for Plagiarism

Authors

Author Guidelines
Submission Guidelines
Online Submissions
Copyright Notice
Privacy Statement
Author Fees

Download

Author Pack
Submission Form & Manuscript Template

Reviewer

Reviewer Guidelines
Reviewer Acknowledgement

Reader

General Search
Achieves
Author index
Title index

The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Visitor Statistics