Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making
Business competition does not only occur in a company. Universities also compete with each other to get students. A strategy is needed to strengthen the attractiveness of institutions amidst increasingly tight competition. This study aims to identify factors that influence students' decisions i...
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2024-12-01
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| Series: | Jurnal Aplikasi Manajemen |
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| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/8572 |
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| author | Marwan Effendi Andi Primafira Bumandava Eka Desman Serius Nazara Cucu Hodijah Tonny Yuwanda |
| author_facet | Marwan Effendi Andi Primafira Bumandava Eka Desman Serius Nazara Cucu Hodijah Tonny Yuwanda |
| author_sort | Marwan Effendi |
| collection | DOAJ |
| description | Business competition does not only occur in a company. Universities also compete with each other to get students. A strategy is needed to strengthen the attractiveness of institutions amidst increasingly tight competition. This study aims to identify factors that influence students' decisions in choosing universities in West Java, with an emphasis on the role of Integrated Marketing Communications, Customer Relationship Management, and Service Quality. The survey method was conducted online and offline on 561 respondents, with 243 respondents meeting the criteria. Data collection was conducted through a validated questionnaire. The results of path analysis showed a significant relationship between Integrated Marketing Communications and Customer Relationship Management with students' Choice Decisions. However, although Service Quality did not have a significant direct relationship with Choice Decision. This study also highlights the importance of maintaining high service standards to maintain student satisfaction. Moderating the effect of gender on the relationship between service quality, the choice decision implies that the university should harness a gender-related approach. |
| format | Article |
| id | doaj-art-e07a2b691a944d82925b618a8c5031c8 |
| institution | DOAJ |
| issn | 1693-5241 2302-6332 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj-art-e07a2b691a944d82925b618a8c5031c82025-08-20T03:14:09ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322024-12-012241098111210.21776/ub.jam.2024.022.04.128085Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-MakingMarwan Effendi0Andi Primafira Bumandava Eka1Desman Serius Nazara2Cucu Hodijah3Tonny Yuwanda4Sekolah Tinggi Ilmu Ekonomi Manajemen Bisnis, IndonesiaSekolah Tinggi Ilmu Ekonomi Manajemen Bisnis, IndonesiaAkademi Kebidanan Harapan Keluarga, IndonesiaInstitut Manajemen Wiyata Indonesia, IndonesiaUniversitas Putra Indonesia “YPTK†Padang, IndonesiaBusiness competition does not only occur in a company. Universities also compete with each other to get students. A strategy is needed to strengthen the attractiveness of institutions amidst increasingly tight competition. This study aims to identify factors that influence students' decisions in choosing universities in West Java, with an emphasis on the role of Integrated Marketing Communications, Customer Relationship Management, and Service Quality. The survey method was conducted online and offline on 561 respondents, with 243 respondents meeting the criteria. Data collection was conducted through a validated questionnaire. The results of path analysis showed a significant relationship between Integrated Marketing Communications and Customer Relationship Management with students' Choice Decisions. However, although Service Quality did not have a significant direct relationship with Choice Decision. This study also highlights the importance of maintaining high service standards to maintain student satisfaction. Moderating the effect of gender on the relationship between service quality, the choice decision implies that the university should harness a gender-related approach.https://jurnaljam.ub.ac.id/index.php/jam/article/view/8572integrated marketing communicationscustomer relationship managementservice qualitystudents' decisions |
| spellingShingle | Marwan Effendi Andi Primafira Bumandava Eka Desman Serius Nazara Cucu Hodijah Tonny Yuwanda Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making Jurnal Aplikasi Manajemen integrated marketing communications customer relationship management service quality students' decisions |
| title | Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making |
| title_full | Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making |
| title_fullStr | Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making |
| title_full_unstemmed | Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making |
| title_short | Decoding University Choices: Assessing the Impact of Customer Relationship Management on Decision-Making |
| title_sort | decoding university choices assessing the impact of customer relationship management on decision making |
| topic | integrated marketing communications customer relationship management service quality students' decisions |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/8572 |
| work_keys_str_mv | AT marwaneffendi decodinguniversitychoicesassessingtheimpactofcustomerrelationshipmanagementondecisionmaking AT andiprimafirabumandavaeka decodinguniversitychoicesassessingtheimpactofcustomerrelationshipmanagementondecisionmaking AT desmanseriusnazara decodinguniversitychoicesassessingtheimpactofcustomerrelationshipmanagementondecisionmaking AT cucuhodijah decodinguniversitychoicesassessingtheimpactofcustomerrelationshipmanagementondecisionmaking AT tonnyyuwanda decodinguniversitychoicesassessingtheimpactofcustomerrelationshipmanagementondecisionmaking |