Marketing Strategy for the Master of Management Program in the Vuca Era in Influencing Student Decisions

Abstract

In today's modern world, universities face uncertainty due toVUCA (Volatility, Uncertainty, Complexity, Ambiguity) whichdescribes a rapidly changing educational environment, which isthe new normal in global higher education. One of the VUCAconditions that has been felt is the Covid-19 Pandemic, where thewhole world is hit by uncertainty. Marketing is one thing thathas an important role in maintaining stability. Through goodmarketing strategies, it is hoped that the problem of decreasingnumbers of students in universities due to VUCA conditionswhich has an impact on decreasing university revenues can beresolved. The aim of this research is to analyze the influence ofthe services marketing mix on student decisions and to analyzemarketing strategies in the Master of Management StudyProgram at Ibn Khaldun University (UIKA), using quantitativemethods. The data collection technique uses a questionnaire witha saturated sampling method where all members of the population are used as samples, in this case 69 EducationPersonnel are used as research samples. Data were analyzedusing Partial Least Square (PLS) based on Structural EquationModel (SEM) using SmartPLS 3.0 software. Of the 8 marketingmixes that are exogenous variables in this research, there are 2variables that have a positive and significant influence on studentpurchasing decisions. These two variables are Promotion andCustomer Service. The Promotion and Customer Servicevariables obtained statistical T values and p values of 2.222 and0.026 and 2.733 and 0.006 respectively. When compared withthe provisions that the T-Statistics value of a research modelmust be > 1.96 and the p-value must be < 0.05, then these.