The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University

Zukhri Agusty Leo Syamsul Arifin, Ujang Sumarwan, Mukhamad Najib


Competition in the recruitment of graduate students is increasingly tight with the large number of tertiary institutions offering graduate education programs.  Universities must develop more competitive marketing strategies to win the competition in the student recruitment market.  This study aims to analyze the effect of the marketing mix on brand-image, motivation, and student decisions in choosing a graduate education at the Bogor Agricultural University (IPB) as the place to pursue graduate study. This study uses a causality approach with survey techniques to explain the causal relationship between marketing mix variables, brand image, motivation, and student decisions. The data of this study were collected using a questionnaire from 255 master program students of IPB. Structural Equation Modeling (SEM) is used to analyze the causal relationship between marketing mix with brand-image, motivation, and student decisions. The results showed that products, promotions, people, and physical evidence significantly influence brand-image.  Product, place, process, people, physical evidence, and brand image have a significant influence on motivation. The product, promotion, process, people, brand image, and motivation influence the student’s decision.  Policy-makers at IPB can consider the findings of this study, while developing a graduate education marketing plan, to increase the number of new students.


Armeilia, D., Simanjuntak, M., Amanah, S. (2019). Determination of Student Decision Factors In Choosing Study Programs In The Faculty Of Public Health At Andalas University, Indonesia. Russian Journal of Agricultural and Socio-Economic Sciences, 91 (7) : 46-57.
Arthur, K. M., Asmara, A., & Simanjuntak, M. (2019). The Effect Of Marketing Mix On “Kpr Xtra Bebas” Decision Making In Bank X Regional I. Journal of Consumer Sciences, 4(1) : 1-12.
Constantin, C. (2011). The need of relationship marketing in higher education. Bulletin of the Transilvania University of Brasov. 4(2), 9-26. Retrieved from
Dao, M.T.N., & Thorpe, A. (2015). What factors influence Vietnamese students' choice of university?. The International Journal of Educational Management, 29 (5), 666-681. doi:10.1108/IJEM-08-2014-0110.
Filip, A. (2012). Marketing theory applicability in higher education. Procedia-Social and Behavioral Sciences, 46, 912-916. doi: 10.1016/j.sbspro.2012.05.223.
Ghozali, I. (2008). Structural Equation Modeling Alternative Methods with Partial Least Square. Semarang, Indonesia: Universitas Diponegoro Publisher.
Hariyani, R., & Sartana, B. T. (2014). The influence of brand image, location, and educational facilities on the decision of prospective students to study at the Budi Luhur University and Academy of Secretaries in the academic year 2014/2015. Journal of Economics and Management, 3(2), 161-175. Retrieved from
Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences, 4(2), 78-69. doi: 10.29244/jcs.4.2.76-89
Irawan, A., & Faisal, I. (2014). Analysis of the effect of the service marketing mix on the decision to choose a study program (Study at the Department of Accounting and Department of Business Administration at Banjarmasin State Polytechnic). Journal of Management Insights, 2(2), 155-170 . doi: 10.20527/jwm.v2i2.25
Kurniawati, D. (2013). The influence of the marketing mix strategy on student decisions to choose Widya Mandala Madiun Catholic University. Widya Warta, 2 (1), 65 – 80. Retrieved from
Maringe, F. (2006). University and course choice implications for positioning, recruitment, and marketing. International Journal of Educational Management, 20(6), 467-479. doi: 10.1108/ 09513540610683711.
Ming, J.S.K. (2010). Institutional factors influencing students' college choice decision in Malaysia: A conceptual framework. International Journal of Business and Social Science, 1(3), 53-58. doi: 10.30845/ijbss
Podungge, I., Bachri, S., & Zahara, Z. (2015). The effect of the service marketing mix on student decisions to choose STMIK Bina Mulia Palu. Catalogist E-Journal, 3(10), 59-70. Retrieved from
Putlia, G., & Ihalau, J.J.O.I. (2017). Push and pull factors for prospective students to choose higher education services: Flashback study. Journal of Business & Applied Management, 9(2), 189-2020. doi: 10.30813/jbam.v9i2.860
Rahardjo, S., & Firdaus, M.R. (2015). Analysis of the influence of the marketing mix of socioeconomic status and motivation on student decisions in choosing college (Study at the Indonesian Institute of Education and Professional Development (LP3I) Business College - Banjarmasin Branch). Insight Journal Management, 3 (1): 46-59. doi: 10.20527/jwm.v3i1.12
Samani, F.S., Hashemi, S.M., Shahbazi, V., & Sarhadi, H. (2017). Investigating the relationship between marketing mix elements (7ps) and Iranian EFL learners'choice of langugae institutions. European Journal of Foreign Language Teaching, 2(1), 103-116. doi: 10.46827/ejfl.v0i0.540.
Sawaji, J. (2019). The impact of the image of higher education in order to increase student motivation, attitudes, and decision making in choosing private universities in South Sulawesi. Journal of Business Management, 6(2), 69-76. doi: 10.33096/jmb.v6i2.306
Sawaji, J., Hamzah, D., & Taba, I. (2010). Making student decisions in choosing private universities in South Sulawesi. Retrieved from
Sefnedi. (2013). Analysis of the service marketing-mix and its influence on the decision to choose postgraduate educational services. E-Journal of Economic Appreciation, 1(2), 64-76. doi: 10.31846/jae.v1i2.45.
Simanjuntak, M., Sumarwan, U., & Situmorang, A.D. (2020). The Effect of Marketing Mix and Brand Image on Customer Loyalty of Remixed Mortar. Independent Journal Of Management & Production (IJM&P), 11 (2) : 450-472. DOI: 10.14807/ijmp.v11i2.963
Skatova, A., & Ferguson, E. (2014). Why do different people choose different university degrees? Motivation and the choice of degree. Frontiers in Psychology, 5(1244). doi: 10.3389/fpsyg. 2014.01244.
Solikhah, A., Hartoyo, & Yuliati, L.N. (2016). The influence of personality, motivation, brand image, and environment on students' intention in choosing Bogor Agricultural University (IPB). Journal of Consumer Sciences, 1(1), 14-32. doi: 10.29244/jcs.1.1.14-32.
Subramaniam, I.D., Yusoff, W.F.W., & Arumugam, T. (2014). Needs analysis survey of MBA students: A case study. International Journal of Business and Management, 9(6). doi: 10.5539/ijbm.v9n6p77.
Subramaniam, I.D., Yusoff, W.F.W., & Othman, N.S. (2014). Communication source, brand image, and brand choices of postgraduate students. International Journal of Business and Management, 9(12), 94-104. doi: 10.5539/ijbm.v9n12p94.
Sukendar, M.U. (2015). The influence of the marketing mix strategy on the decision to choose college students of the D-3 Multimedia-Based Communication study program at Indonusa Polytechnic, Surakarta. The Journal Icon, 1(2), 18-27.
Sumarwan, U. (2015). Consumer Behavior: Theory and its Application in Marketing. Jakarta, Indonesia: Penerbit Ghalia Indonesia.
Sunariani, N.Y. (2017). Marketing mix dan akreditasi terhadap keputusan memilih dengan brand image sebagai variabel intervening. Jurnal Ilmiah Manajemen & Bisnis, 2(2), 368-377. doi: 10.38043/jimb.v2i2.2090
Tereza, N. (2013). Analysis and comparison of factors influencing university choice. Journal of Competitiveness, 5(3), 90-100. doi: 10.7441/joc.2013.03.07.
Wandy, J., & Dharmayanti, D. (2014). Analysis of the effect of the marketing mix on consumer buying interest for Mie Lopo Timor products through motivation as an intervening variable. Petra's Journal of Marketing Management, 2(1), 1-10. Retrieved from
Wibisono, K. (2014). The influence of price, people, process, and physical evidence on brand image. MIX Journal, 4(2), 249-259. doi: 10.22441/jurnal_mix
Winarti, E. (2014). Analysis of the influence of educational services marketing mix factors on image formation and the decision to choose PTAIN: Study at UIN in East Java (Undergraduate Thesis, UIN Maulana Malik Ibrahim, Malang, Indonesia). Retrieved from
Yenida, Sumiarti, & Sarmiadi, E. (2017). Analysis of the influence of the marketing mix strategy, the higher education system, accreditation status on student decisions in choosing the Department of Commercial Administration of the State Polytechnic of Padang. Management and Entrepreneurship, 5(1), 12-22. Retrieved from
Zain, O.M., Jan, M.T., & Ibrahim, A.B. (2013). Factors influencing students' decisions in choosing private institutions of higher education in Malaysia: A structural equation modeling approach. Asian Academy of Management Journal, 18(1), 75–90. Retrieved from


Zukhri Agusty Leo Syamsul Arifin (Primary Contact)
Ujang Sumarwan
Mukhamad Najib
Arifin Z. A. L. S., Sumarwan U., & Najib M. (2020). The Influence of Marketing Mix on Brand Image, Motivation and Students Decision to Choose Graduate Studies of IPB University. Journal of Consumer Sciences, 5(2), 139-156.

Article Details

The Role of 7P Marketing Mix toward Consumer Satisfaction and Loyalty of XYZ Beauty Clinic

Ade Agusti Alwinie, Popong Nurhayati, Bagus Sartono
Abstract View : 321
Download :302

How Does the Implementation of Social Entrepreneurship Business-to-Business Marketing Strategy?

Retnaningsih Retnaningsih, Melani Sukma Yuridis, Febriantina Dewi
Abstract View : 211
Download :159

Does Covid-19 Pandemic Change the Consumer Purchase Behavior Towards Cosmetic Products?

Mega Farisha, Hartoyo Hartoyo, Arief Safari
Abstract View : 1796
Download :1932

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Ricky Humisar Siahaan, Usep Suhud, Unggul Purwohedi
Abstract View : 1348
Download :950