Effect of Marketing Mix Performance and Customer Relationship to Value of Education Services and Image and Implications on Customer Trust (Survey of Private Higher Education in Aceh Province)

Abstract

This research was conducted to discover how the influence of the performance of service marketing mix and customers trust to the value of education services and the image of private universities as well as its implications customer trust. The method used is a method of descriptive survey and methods of explanatory survey. Unit analysis in this study is the private universities contained in Aceh province which are at Kopertis I, amounting to as much 95 PTS. Number of samples had taken as much 50 PTS consisting of the University, High School, Academy, and Polytechnic. Respondents in this study consist of 550 students from the number of PTS selected as the analysis unit. The method of data analysis is using the Partial Least Square-Path Modeling (PLS-PM). The results hypothesis testing descriptive show that the performance of service marketing mix, customers trust, the value of education services, the image of universities and customer trust has not good for private universities in Aceh Province. Hypothesis testing verification showed that variable value services customers and the image of college is variable full intervening in which proved that the performance of service marketing mix and customers trust do not have direct influence of the customer trust.

Keywords: marketing mix, service value, image, customer trust, performance