KINERJA BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH DAN WOM (WORD OF MOUTH) SEBAGAI MODERATING VARIABLE PADA MAHASISWA AKADEMI KEBIDANAN SALMA DI KABUPATEN SIAK

Sari

This research aims to analyze performance of educational services marketing mix
towards student’s choices decision, and word of mouth communication on Salma’s
midwifery academy students at Siak regency.
The number of research samples are all students, 85 by census method. Then, datas
collecting through questionnaires direct spreading by using a Likert scale. Analytical datas
method in this research using two stages regression through reliable statistical measured
by SPSS version 20 software.
Research result shows that independent variables, educational services marketing
mix which consist of product, promotion, place, people, process, and physical evidence
having significant influence and positive towards student’s choices decision, except price
variable which having no significant influence, only positive, and WOM (Word of Mouth)
communication having significant influence and positive towards relation of student’s
choices decision, and marketing mix, means WOM (Word of Mouth) communication which
was effect of best higher education services value is expected to intensify student
preference to study at Salma’s midwifery academy.
Keywords : Educational Services Marketing Mix, Student’s Choices Decision, Word of
Mouth.