Revisiting the Role of Marketing Mix in Shaping Brand Preference in Higher Education
Authors: Munjin
Journal: Journal of Management Research and Review (JMRR)
Published: 2026-05-05 · Volume 2, Issue 05, pp. 226-237
DOI: 10.65150/EP-jmrr/V2E5/2026-02
Abstract
This study examines the role of the marketing mix in increasing brand preference in higher education institutions, with a specific focus on a private university context in Indonesia. The main objective of this research is to analyze how the implementation of an integrated marketing mix contributes t