Emotional branding moderation on marketing mix selection of college in the Covid-19 pandemic period

Erna Handayani, Herni Justiana Astuti, Akhmad Darmawan and Bima Cinintya Pratama
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Erna Handayani: Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia
Herni Justiana Astuti: Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia
Akhmad Darmawan: Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia
Bima Cinintya Pratama: Universitas Muhammadiyah Purwokerto, Jl. KHA Dahlan 103 Purwokerto 53182, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2021, vol. 10, issue 4, 375-382

Abstract: This study of college services consumers aims to determine several aspects of the service marketing mix of the decision to choose college x in Purwokerto, Indonesia. Furthermore, this study uses emotional branding moderation on aspects of the marketing mix on the selection decision. Emotional branding aspects were studied to determine customer emotional involvement, pride, emotional relationships, and expectations of the selected educational service products. Using a questionnaire with a Linkert scale, the study explored information from 300 student respondents who registered at college x in Purwokerto, Indonesia. Furthermore, the questionnaire data received were processed using the Smart-PLS 3.0 analysis tool. The results of the analysis of emotional branding were unable to moderate the relationship between promo si, price, place, process, and customer service to choose college x in Purwokerto, Indonesia during the Covid-19 periods. Promotions and places or locations. Other aspects do not affect. This condition indicates the importance of promotion and proximity to location when choosing a tertiary institution during the Covid-19 period. Promotion needs to be improved at tertiary institutions x in Purwokerto Indonesia, as done through online media and social media. Research on the emotional branding of College services has not been done much. This research complements the information and adds to the repertoire of research on emotional branding, brand equity, and emotional brand service products. Key Words:marketing mix, emotional branding, moderation, college selection

Date: 2021
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