Bambang Budi Wiyono, Ach. Rasyad, Ibrahim Bafadal, Sultoni
This research aimed at finding the determinant factors of educational marketing that encourage students'interest to choose universities. This research was conducted in Malang City, East Java, Indonesia. The sample of the research is 150 students of a state university and a private university in Malang were selected by using cluster random sampling technique. Data collection techniques used questionnaires and documentation, while data analysis techniques used descriptive statistics and factor analysis. Based on the results of the data analysis showed that there are seven factors that encourage students' interest to choose universities, namely the quality of lectures, instruction, and administrative service, educational facilities, image of institution, quality of publication, location of institution, graduates qualification, tuition fee, programs suitability, and persons' invitation.
Universitas Negeri Malang, State University of Malang, Jl. Semarang 5, Malang, Indonesia
