Hybrid Model of Increasing Consumers Activities on Private Universities at Jakarta

Abstract

The model inquiry for an effect of marketing mix and the best service quality on perception of image and the implacations of consumer activities in private universities. The structural equation modelling techniques was conducted applied in survey research method to analysis from 224 respondents in higher education at Jakarta. The resulted indicated that marketing mix variables positively have influenced but not significant on image and consumer activites. The best service quality variable have positively impact and significant leads on image with standardized reggresion weights value=.706 and P value .001. Furthurmore service quality and image variables were indicated that positively impact and significant on consumer activites, with standardized reggresion weights value= .474 and .393 than P value .001. The research structural equation model have the marjinal fit on hybrid model with ?2 value=802.07, P value=.000, RMSEA=.101, GFI=.794 and CFI=.849.Keywords: Service Quality, Image, Consumer Activities