Main Article Content
Abstract
Competition among higher education institutions in Indonesia is increasing, requiring educational institutions to not only maintain academic quality but also optimise non-academic strategies such as pricing, promotion, and brand image. This is important because changes in student consumer behaviour increasingly emphasise affordability, promotional effectiveness, and positive perceptions of institutions. This study aims to analyse the influence of price and promotion on students' decisions in choosing a higher education institution, with brand image as a mediating variable. This study employs a quantitative approach with an explanatory research design. The study population consists of active students who are at least in their second semester and prospective new students at a private higher education institution. The sampling technique employed is purposive sampling, involving a total of 200 respondents. Data were collected through a Likert scale-based questionnaire and supplemented with secondary data, including institutional documents and relevant literature. Data analysis used the Structural Equation Modelling–Partial Least Squares (SEM–PLS) method. The results showed that price and promotion had a positive effect on brand image and student decisions. In contrast, brand image played an important role both directly and as a partial mediator. These findings confirm that students' decisions in choosing a university are influenced not only by cost and promotion, but also by the positive image that the institution projects. The implication of this study is the need for universities to design transparent pricing strategies, create and implement creative and relevant promotions, and strengthen their image through academic quality and sustainable services.
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References
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References
Aji, H. M., Wijaya, T., & Siregar, R. (2023). University brand image and student choice: Evidence from Indonesian higher education. Journal of Applied Research in Higher Education, 15(2), 455–472. https://doi.org/10.1108/JARHE-05-2022-0148
Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2020). The effect of telepresence on consumers’ trust in social commerce. Information Technology & People, 33(1), 161–190. https://doi.org/10.1108/ITP-10-2017-0349
Ali, A., Ali, S., & Ahmad, I. (2021). Price sensitivity and students' decision-making in higher education: Evidence from developing countries. International Journal of Education Economics and Development, 12(3), 245–261. https://doi.org/10.1504/IJEED.2021.116532
Alwi, S. F. S., & Kitchen, P. J. (2018). University brand image as competitive advantage: A two country study. International Journal of Educational Management, 32(2), 267–281. https://doi.org/10.1108/IJEM-12-2016-0275
Barusman, A. R. P., & Hernowo, B. (2021). University brand image and students’ decision-making in Indonesia. Journal of Education and Culture, 6(1), 87–98. https://doi.org/10.24832/jpk.v6i1.1234
Bimaruci, H., Nugroho, A., & Rahardjo, K. (2020). Brand image and purchasing decision: Analysis of price perception and promotion. Journal of Marketing Management, 14(2), 85–96. https://doi.org/10.9744/jmp.14.2.85-96
Chen, S., Li, H., & Wu, Y. (2023). Impact of brand equity and service quality on the reputation of higher education institutions. Frontiers in Psychology, 14, 1190187. https://doi.org/10.3389/fpsyg.2023.1190187
Chinomona, R. (2016). Brand communication, brand image and brand trust as antecedents of brand loyalty in Gauteng Province of South Africa. African Journal of Economic and Management Studies, 7(1), 124–139. https://doi.org/10.1108/AJEMS-03-2013-0031
Eris, E., Aydin, G., & Kucuk, S. (2019). The role of e-service quality and e-trust on e-loyalty. International Journal of E-Business Research, 15(2), 75–94. https://doi.org/10.4018/IJEBR.2019040105
Ghazali, M., Mutiarin, D., & Yusuf, A. (2020). The role of promotion in influencing students' decisions in choosing higher education. Journal of Educational Management, 9(1), 45–56. https://doi.org/10.21831/jem.v9i1.31220
Gilaninia, S., Ganjinia, H., & Mousavian, S. J. (2018). Impact of sales promotion on brand equity. Arabian Journal of Business and Management Review, 7(2), 51–59. https://doi.org/10.4172/2223-5833.1000341
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). SAGE Publications.
Hapsari, R., Clemes, M. D., & Dean, D. (2019). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences, 11(4), 491–507. https://doi.org/10.1108/IJQSS-07-2018-0067
Hemsley-Brown, J., & Oplatka, I. (2015). University choice: What do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 29(3), 254–274. https://doi.org/10.1108/IJEM-10-2013-0150
Huong, L. T. T., & Khoa, B. T. (2019). The relationship between service quality, university image and student loyalty. International Journal of Education and Practice, 7(3), 112–122. https://doi.org/10.18488/journal.61.2019.73.112.122
Ivy, J. (2016). The application of the marketing mix to universities: A case study approach. Journal of Marketing for Higher Education, 26(2), 21–34. https://doi.org/10.1080/08841241.2016.1245239
Jung, H. S., & Yoon, H. H. (2016). What does work mean to hospitality employees? The effects of meaningful work on employees’ organisational commitment: The mediating role of perceived organisational support. International Journal of Hospitality Management, 53, 59–68. https://doi.org/10.1016/j.ijhm.2015.12.004
Kango, U., Ritonga, S., & Rizal, A. (2021). The effect of promotion on the decision to choose a higher education through the brand image of education. International Journal of Multicultural and Multireligious Understanding, 8(12), 271–282. https://doi.org/10.18415/ijmmu.v8i12.3285
Karamang, F., Sena, A., & Ali, R. (2024). The effect of marketing mix on the decision to choose a private university in Bandung City. Journal of Marketing and Business Research, 14(1), 55–68. https://doi.org/10.5296/jmbr.v14i1.21555
Khajeh, E., Shafiee, M. M., & Khalili, M. (2019). Factors influencing students’ choice of higher education institutions: Evidence from Iran. Educational Studies, 45(6), 733–747. https://doi.org/10.1080/03055698.2018.1516629
Nguyen, B., & Simkin, L. (2017). The dark side of digital personalisation: An agenda for research and practice. Journal of Business Research, 80, 245–259. https://doi.org/10.1016/j.jbusres.2017.04.013
Ojo, O., Olusola, A., & Adegbite, T. (2017). Price sensitivity and student enrolment decisions in Nigerian private universities. African Journal of Business Management, 11(14), 343–352. https://doi.org/10.5897/AJBM2017.8263
Rizal, A., Ritonga, S., & Munandar, A. (2022). Promotion strategy and its impact on students’ decision to choose private higher education. Journal of Economic Education, 15(2), 101–110. https://doi.org/10.23917/jpe.v15i2.18976
Seow, A. N., Choong, Y. O., & Wong, K. H. (2024). Assessing institutional image's influence on student satisfaction and loyalty in higher education. Personality and Individual Differences, 213, 112381. https://doi.org/10.1016/j.paid.2023.112381
Shahbazi, S., Faghih, M., & Rahman, S. (2017). Determinants of students’ choice in higher education: Evidence from developing countries. International Education Studies, 10(7), 44–55. https://doi.org/10.5539/ies.v10n7p44
Tuan, L. T. (2022). University marketing communications and students' choice: A social exchange theory perspective. Journal of Marketing for Higher Education, 32(1), 85–103. https://doi.org/10.1080/08841241.2020.1867691
Wilkins, S., & Huisman, J. (2015). Student satisfaction and student perceptions of quality at international branch campuses in the United Arab Emirates. Quality in Higher Education, 21(1), 64–77. https://doi.org/10.1080/13538322.2015.1049440
Zameer, H., Wang, Y., Yasmeen, H., & Ahmed, W. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442–456. https://doi.org/10.1108/IJBM-01-2014-0015
Zyberaj, F., Gashi, L., & Musliu, A. (2025). Factors influencing university students' academic programme preferences: Evidence from Kosovo. Personality and Individual Differences, 220, 111523. https://doi.org/10.1016/j.paid.2025.111523