PENGARUH SERVICE MARKETING MIX PADA KEPUTUSAN PEMILIHAN STIE WIYATAMANDALA

Abstract

This research was conducted to discover students’ responses to STIEWiyatamandala’s marketing actions, especially during the COVID-19Pandemic; and to determine whether the marketing decisions were right or not.This study replicates a previous study conducted by Martin Sone Kwang in2019. The study uses a qualitative research method to explain how servicemarketing mix influences choice in all four batches of STIE Wiyatamandala’sstudents, respectively. A minimum of 13 respondents per batch were pickedusing a non-probability sampling technique, with open-ended structuredquestions used during the interview process. The result shows differentopinions on different batches, with price and physical evidence as the maindeterminants in shaping students’ choices. The study also showed that most ofthe marketing actions taken have the desired effect.