Revisiting the Role of Marketing Mix in Shaping Brand Preference in Higher Education
DOI:
https://doi.org/10.65150/EP-jmrr/V2E5/2026-02Keywords:
marketing mix, brand preference, higher education, educational service marketing,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 to the formation of brand preference among prospective and current students. The study is grounded in the recognition of a research gap within existing literature, where most higher education marketing studies emphasize brand image, student satisfaction, or promotional effectiveness, while empirical investigations that link the holistic marketing mix directly to brand preference—particularly in faith-based private universities—remain limited and underexplored.
This research adopts a qualitative case study approach conducted at Universitas Muhammadiyah Purwokerto (UMP) and IAIN Syech Nurjati Cirebon (IAINSNC). Data were collected through in-depth interviews with university leaders, marketing managers, academic staff, and administrative personnel, complemented by document analysis and institutional marketing materials. The data were analyzed using thematic analysis, which enabled the identification of recurring patterns across marketing mix elements, including educational offerings, pricing strategies, service processes, distribution channels, promotional activities, physical evidence, and human resources.
The findings indicate that the effective implementation of the marketing mix plays a significant role in strengthening brand preference by shaping positive perceptions, trust, and emotional attachment toward the institution. Brand preference is not driven solely by promotional efforts but emerges from the consistency between academic quality, service delivery, institutional values, and strategic communication. The study also reveals that internal marketing and value-based branding are critical factors in sustaining brand preference. This research contributes empirically to the higher education marketing literature and provides practical insights for universities seeking to enhance brand preference through integrated, ethical marketing strategies.
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