Role of Reference Group in Winning Banten Higher Education Service Market

Diqbal Satyanegara(1), Muhammad Johan Widikusyanto(2*),

(1) Sultan Ageng Tirtayasa University
(2) Sultan Ageng Tirtayasa University
(*) Corresponding Author


The competitive conditions in the market of higher education services encourage every college in Banten to be able to retain students and acquire new students every year. The decision of the prospective student in determining the college of his choice is very important for the sustainability of every college in Banten. Understanding the factors that influence the prospective student's decision is expected to increase the competitive advantage of Banten college so as to win the target market. The purpose of this study is to test the model that explains the effect of education services and reference groups on the decision of prospective students in choosing a college. In addition, this study also aims to examine the role of mediation of reference groups that mediate the influence of educational services on the decision of prospective students in choosing a college. Survey research design is used to obtain data to be analyzed using SEM with the help of AMOS software. Questionnaires were distributed to 418 students from high school and vocational schools, both public and private in Banten. The SEM estimation results indicate that Service and Reference Group directly influence the decision of prospective students in choosing a college to continue their studies. In addition, the reference group proved to mediate the influence of the Services on the Decision of the Student Candidate. Thus, the reference group has an important role for the Education Services in determining the decision of the prospective student. Marketing communications should be directed in addition to the target market itself, but also to reference groups with positioning as distinct and superior educational services.


Services; Reference Group; Decision, Mediation; Higher Education; Banten

Full Text:



Aini, Yulfita, Rohman, Fatchur and Rahardjo, Toto (2012). Effect Analysis of Marketing Mix on Student Decision in Continuing Studies in Higher Education. Brawijaya University Online Journal. Available:

Assael, Henry (2004). Consumer Behavior: A Strategic Approach. New York: Houghton Mifflin.

Bearden, William O. and Etzel, Michael J. (2001). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, Vol. 9, 183-194.

BPS of Banten Province (2018). School Participation Rate (Online). Available: Banten-2011-2014.html.

BPS (2018). Number of Universities, Students, and Educational Personnel (State and Private) Under the Ministry of Education and Culture by Province academic year 2013 / 2014-2014 / 2015 (Online). Available: 1839/jumlah-perguruan-Tinggi-mahasiswa-dan-Tenaga-education-Negeri-dan-swasta-di-bawah-Kementerian-Pendidikan-dan-kebudayaan-menurut-provinsi-2013-2014-2014-2015.html.

Escalas, Jennifer Edson and Bettman, James R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers' Connections to Brands. Journal of Consumer Psychology, Vol. 13, No. 3, 339-348.

Eszter, Tarkanyi (2008). The Role of Reference Group Influence in Consumer Behavior. Doctoral Dissertation of Szechenyi Istvan University.

PDDIKTI (2018). Graph Number of Higher Education Institution (Online). Available: perguruantinggi / homographs.

Hair, Jr., J.F., W.C. Black, B.J. Babin, R.E. Anderson, and R.L. Tatham (2006). Multivariate Data Analysis. 6th edition. Upper Saddle River: Pearson Education.

Indartini, Mintarti (2010). Factors Affecting Student Decisions Choosing Faculty of the Economics University of Merdeka Madiun. Journal of Social, Vol. 11, No. 2.

JPPN (2014). Unemployment in Banten Reaches 209,090 (Online). Available:

Kotler, Philip and Kevin L. Keller (2009). Marketing Management, 13th edition. New Jersey: Pearson Prentice Hall.

Kotler, Philip and Gary Armstrong (2012). Principles of Marketing. 14th edition. London: Prentice Hall.

Kurniawati, Dyah (2013). The Influence of Marketing Mix Strategies on Student Decisions Choosing Catholic University Widya Mandala Madiun. Journal of Widya Warta, Vol. 37, No. 01.

Martini (2013). Analysis of Factors Affecting the Election of Accounting Department as a Place of Study in Higher Education. Journal of Economics and Management, Vol.1, No.1.

Peter, J. Paul and Olson, Jerry C. (2014). Consumer Behavior and Marketing Strategy. Issue 9. Jakarta: Salemba Empat.

Reza, Syed Asghar and Valeecha, Suman (2013). Influence of Social Reference Groups on Automobile Buying Decision-Research on Young Executives. World Review of Business Research. Vol. 3, No. 4, 197-210. (2012). The Law Number 12 the Year 2012 on Higher Education (Online). Available: download/updating-undang-nomor-12-Tahun-2012-tentang-Pendidikan-Tinggi.

Sawaji, Jamaluddin, Hamzah, Djabir and Taba, Idrus (2011). Student Decision Making in Selecting Private Universities in South Sulawesi. E-Journal Pasca Unhas. Available: eafc626f1884778a6b787f77c1832b&ext=.pdf&hit=10.

Schiffman, Leon G. and Kanuk, Leslie L. (2008). Consumer Behavior. 7th edition. Jakarta: Index.

Suhendra, Bobby (2013). Factors Affecting Student Decisions In Choosing High School of Health Sciences (Stikes) In Pekanbaru. Repository Unri. Available: Http://Repository.Unri.Ac.Id :80/Handle/1234567 89/1852.

Tempo (2009, May). Lack of Interest, 30 Universities Banten Bankrupt. (Online). Available: Http://Www.Tempo.Co/Read/News/2009/05/25/079177991/Kekurangan-Peminat-30-Perguruan-Tinggi-Banten-Bangkrut.

Widikusyanto, Muhammad Johan and Satria, Join (2015). Factors Determining Higher Education Continuity in Banten. Journal of Management Science, Vol. 1, No. 1, 1-15.

Zeithaml, Valerie A., Mary Jo Bitner and Dwayne D. Gremier (2009). Services Marketing: Integrating Customer Focus Across the Firm. 5th edition. New York: McGraw-Hill.


Article Metrics

Abstract view : 4795 times
Pdf - 182 times


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.