The Influence of Promotion Strategies and Education Costs on Students' Decisions in Choosing Private Universities

Abstract

This study aims to analyze the influence of promotion and tuition fees on students' decisions in choosing a private university (PTS). The high level of competition among PTS requires each institution to implement appropriate promotional strategies and set competitive tuition fees to attract prospective students. This study used a quantitative approach with a survey method of 110 active students of the Trisakti Institute of Transportation and Logistics who had passed the college selection stage. Data were collected through a closed-ended questionnaire with a Likert scale and analyzed using multiple linear regression techniques with the help of SPSS software. The results showed that promotion and tuition fees variables had a positive and significant influence on student decisions. Promotion variables were the most dominant factor, which emphasized the important role of marketing communications in shaping perceptions and increasing prospective students' interest. On the other hand, aspects of affordability and reasonable tuition fees were also key considerations in the decision-making process. These findings provide implications for PTS managers to optimize promotional strategies that better suit prospective students' needs and evaluate financing policies to align with the economic conditions of the target market.