The concept of the education services marketing provides an overview of marketing in general. Characteristics of services consist of three additional components of the marketing mix. The inability of an educational institution in response to external opportunities and threats will lead to declining competitiveness or hamper the achievement of the performances in educational institutions. The conclusion that can be drawn from the study of the education services marketing mix in Indonesia is that the education services marketing concept maybe better served by multiple variables of products, prices, promotions, places, people, processes, and services. Result of this study show that the education services marketing mix variables that most significantly influence the students’ consideration select a Private College in Makassar namely process and services variables.

Keywords: Education, The Services Marketing Mix, Education Institution

JEL Classification: M31

Penulis: Hamzah Ella

Artikel ini telah dipublikasikan pada Managerial Marketing eJournal, Vol. 8, No. 46, Oct. 12, 2016.

Artikel ini juga telah direview oleh reviewer internal Universitas Muslim Indonesia (UMI) Makassar. Berikut hasil review dari reviewer internal: