Abstract. This study aims to examine the role of reference groups and integrated marketing communications with the intention of college selection through the mediation of attitudes and subjective norms of consumers. The analysis is done from the perspective of high school students in Indonesia as a developing country. The survey was conducted on 432 students with 91.90 percent of respondent's data that can be analyzed. Data analysis and model testing are proposed using Structural Equation Modeling - Lisrel. The result of the analysis shows that there is an influence of the reference group, integrated marketing communications, attitude and subjective norm toward the intention of college selection. These results provide an overview to the college managerial to develop an integrated marketing communication strategy aimed not only at the consumers of high school students, but also those who play a role in influencing the electoral process such as schools, friends and families, especially parents. Empirically, the results of this study indicate that college consumers in Indonesia in this study are high school students assess that integrated reference groups and marketing communications have an important role in influencing their electoral intention. Subsequently found, the reference group and integrated marketing communications affect the intention of college selection with the mediation of attitude and subjective norms.

The purpose of this paper is to examine the role of the brand dimension of perception of quality, brand image, and integrated marketing communications towards attitude and subsequent influence on consumer interest in university scope. The study aims to analyze the role of college brand from the perspective of high school students in Indonesia as a developing country. The survey was conducted on 397 students. Data analysis and testing of the integrated model proposed the use of Structural Equation Modeling. The results of the analysis show that there is a brand influence for the dimension of quality perception, brand image, integrated marketing communications towards the interest of the college. The three dimensions of the brand have a positive effect on interest to college. There is an insignificant influence from the perception dimension of quality to interest, while other dimensions have a significant effect on student interest to college. These results provide an overview for the college management to develop the institutional brand strategy because this study uses a sample of high school students as a true college consumer. Empirically, the results of this study indicate that consumers of higher education in Indonesia, i.e. high school students, assess the brand of college, that leads to a positive attitude based on the significance of the brand. Furthermore, there is a positive and significant influence on attitudes toward student interest for college election.

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The competition among restaurants increases due to citizen’s new lifestyle for visiting restaurant. The purpose of this study is to analyze the consumer decision of making process, the customer satisfaction, and to formulate the recommendation for attributes improvement. Data are collected from 143 respondents using convenience sampling method and processed by Customer Satisfaction Index (CSI) and Importance Performance Analysis (IPA). The analytical results showed that the customer was generally 72,8 percent satisfied and the restaurant should give a high attention on the price, the availability of parking area, and supporting facilities to be improved because the importance scores of them were high but the pee scores were still low. To increase the customer satisfaction, restaurant should improve its performance by expanding the parking area, improving the supporting facilities, optimalizing food portion with the price and also improve the attributes that have lower weighted-score by setting an attractive promotion, re-arranging the aesthetic space, creating advertisement, and providing autodebit service.

Abstrak. Perguruan tinggi merupakan organisasi penyedia jasa pendidikan yang memiliki intensitas interaksi yang tinggi antara dosen dengan mahasiswa. Hubungan dosen dengan perguruan tingginya akan sangat menentukan kualitas pendidikan yang akan diberikan kepada mahasiswa. Pertukaran yang terjadi antara dosen dengan organisasi perguruan tinggi sebagai kegiatan pemasaran internal tidak dapat dipandang sebagai proses transaksional ekonomi semata karena peran pendidikan merupakan kegiatan yang mengandung unsur sosial. Hubungan antara dosen perguruan tinggi tentu turut berperan dalam menentukan intensi berperilaku dosen dalam menjalankan tugas akademiknya. Penelitian ini berupaya untuk melihat bagaimana peran mediasi kualitas keterhubungan antara dosen dan perguruan tinggi dalam pengaruh pemasaran internal terhadap intensi berperilaku akademik. Dengan menyurvey secara online terhadap 256 responden dosen perguruan tinggi swasta, penelitian berupaya menganalisis besarnya pengaruh mediasi Kualitas Keterhubungan Dosen dalam mempengaruhi Intensi Berperilaku Akademik dosen. Analisis data dilakukan dengan menggunakan Structural Equation Modeling dengan bantuan perangkat lunak Lisrel. Hasil penelitian menunjukan bahwa pengaruh bauran pemasaran internal terlihat lebih besar terhadap Intensi Berperilaku Akademik ketika melalui kualitas keterhubungan dibanding pengaruh langsungnya.Abstract. Higher education institutions provide educational service that involves high intensity of interaction between lecturers and students. The relationship of a lecturer with the university determines the quality of the education that will be given to students. Exchanges that occur between lecturers and the higher education organizations, such as internal marketing activities, cannot be considered merely as a simple transactional economic process since educational role contains social elements in it. Relationship among university lecturers certainly plays an important role in determining lecturers' behavioral intention in conducting their academic tasks. This study is aimed to analyze the mediating role on the relationship quality of lecturers-college in marketing process where the effect of internal marketing offerings on Academic Behavioral Intention. With an online survey of 256 private university lecturers, this research seeks to analyze the magnitude of influence of the quality of Lecturer Connectivity on Academic Behavior Intention of lecturers. Data analysis was performed by utilizing Structural Equation Modeling with Lisrel software. Results have shown that the effect of the internal marketing mix towards Academic Behavioral Intention seemed to be greater through relationship quality in comparison to its direct influence.