Marketing mix factors affecting the decision to study at the Pacific Institute of Management Science

Abstract

 This study aims 1) to assess the impact of various combinations of factors on students' admission to the Pacific Institute of Management Sciences. 2) To compare personal factors affecting students' decision to study at the Pacific Institute of Management Sciences and 3) To study marketing mix factors that affect students' decision to study at the Pacific Institute of Management Science. The sample group consisted of 327 students. The statistical methods used in this research included descriptive statistics, percentages, means, standard deviations, inferential statistics, such as T-tests, F-tests (One Way ANOVA), and linear regression analysis, to determine the relationship between factors.

          Research findings revealed that the level of marketing mix factors was at a moderate level, with an average score of 3.40. The highest mean score was observed in the personnel aspect (x̄ = 3.68), all factors. Students of varying genders, ages, and estimated average family incomes exhibit significantly different decisions regarding their choice to study at the Pacific Institute of Management Sciences at the 0.05 significance level. Furthermore, factors such as domicile, study plan, and type of educational institution have no effect on students' decisions to continue their studies at the Pacific Institute of Management Sciences. Lastly, a linear regression equation was used to predict the decision-making process of students from Pacific management institutions: Y = 0.154 (Product) + 0.142 (Personnel) + 0.145 (Price) + 0.149 (Location) + 0.146 (Physical characteristics) + 0.152 (Marketing promotion) + 0.109 (Process).