Exploring the Marketing Mix (7P) Factors in Students' Decision Making to Choose a Digital Business Study Program at UPI Tasikmalaya

Abstract

The importance of education in national progress necessitates strategic measures to enhance its quality, especially in facing global competition and economic integration like the ASEAN Economic Community (AEC). This study examines the impact of the 7P Marketing Mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) on student enrollment decisions in the Digital Business Study Program at Universitas Pendidikan Indonesia (UPI) Tasikmalaya. Using a qualitative approach with semi-structured interviews and data analysis through NVivo software, the research explores the factors influencing student choices. Results indicate that the Product element—represented by a curriculum aligned with digital era demands—alongside affordable tuition fees (Price) and strategic campus location (Place), are the most significant determinants. Additionally, social media promotions (Promotion) and the perceived competence of faculty (People) play key roles in shaping student perceptions. Despite some concerns about accreditation and facilities, students value project-based learning and financial support options. The findings highlight the effectiveness of employing an integrated 7P strategy in enhancing program appeal and competitiveness. The study contributes valuable insights for educational institutions aiming to optimize their marketing strategies and better align their offerings with market needs.