POSITIONING STRATEGY AND ITS RELATIONSHIP WITH FINAL DECISION OF PRIVATE UNIVERSITY IN JAMBI PROVINCE

Budaya, Indra POSITIONING STRATEGY AND ITS RELATIONSHIP WITH FINAL DECISION OF PRIVATE UNIVERSITY IN JAMBI PROVINCE. Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA). ISSN 78-602-98081-4-8

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Abstract

Abstract.In order to face competition in the world of education, a private collage should have certain positioning that distinguishes such private collage with a competitor private collage under the same roof. Some of the main tools in doing positioning are positioning according to attributes, positioning according to benefits, positioning according to application and usage, positioning according to users, positioning according to competitors, positioning according to product categories, and positioning according to price. The purpose of this paper is to identity the independent variables which are those positioning strategies mentioned above against the independent variable i.e. purchasing decisions associated with the selection of private college in Jambi Province. As for indicators that are used in determining one’s purchasing decisions are knowing the problem of one’s needs, searching for information, evaluating alternatives, selecting or purchasing decisions, and behavior of post purchase or postelection Keywords: Positioning Strategy, Purchasing Decision, Private College.

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