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This study aims to determine the role of word of mouth in mediating the influence of the marketing mix on college decisions at the PTMA campus in East Java. This research consists of one independent variavle is marketing mix, one intervening variable word of mouth and one dependent variable is college decision. This study uses sample data collection through questionnaires. Withe the number of respondents 125 students and alumni of the PTMA East Java campus. Data analysis in this study used the statistical technique Partial Least Square (PLS). The results of this study indicate that there are two significant direct effects, marketing mix on word of mouth and college decisions, and word of mouth on college decisions does not have a significant effect. Then this study show 1 indirect effect which is not significant, marketing mix to collage decision through word of mouth. Base on the results of the study, college should maintain a marketing mix strategy so that they can improve word of mouth and college decisions for prospective students.
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Marketing Mix Strategy on College Decision PTMA in East Java Region
©2022
Rita Ambarwati
Dewi Komala
Happy Amira
Jindan Alwifaqi
IKAPI Membership: 203/JTE/2020
Pustaka Rumah C1nta Publisher
Address: Perum Ndalem Ageng C1,
Sawitan, Kota Mungkid, Kabupaten Magelang,
Jawa Tengah, 56511.
Website: pustakarumahc1nta.com;
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Instagram: @pustakarumahc1nta
Proofreader: Dicki Agus Nugroho
Layouter: Dicki Agus Nugroho
ISBN: 978-623-432-028-2
Print Year, 2022
ISBN: 978-623-432-025-1 [PDF]
Elektronic Version, 2021
Collation: viii; 60 pages.; 15,5x23 cm.
Cover: Dizyi Orlando Putra and Freepik.com
Language: English
Copyright 2022 Pustaka Rumah C1nta. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Pustaka Rumah C1nta reserves the right to remove additional content at any time if subsequent rights restrictions require it.
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