The Influence of Product and Physical Evidence On University Choice Decisions and Their Implications For Institutional Image, Moderated By Digital Marketing (A Survey of Students at Accredited Private Universities in The Bandung Metropolitan Area)
Abstrak
Objective. The background of this study is based on the phenomenon of declining enrollment of new students at private universities (PTS) in Indonesia, including the Bandung metropolitan area, even though some institutions have received excellent accreditation. This situation indicates that institutional quality alone is not sufficient to maintain the appeal to prospective students. In the context of service marketing, product and physical evidence are important factors that influence students’ decisions while also contributing to building the institution’s image. However, the influence of these two variables increasingly depends on the effectiveness of digital marketing, which plays a role in strengthening or weakening prospective students’ perceptions. The objective of this study is to examine the influence of product and physical evidence on the decision to choose a private university, as well as its implications for institutional image, moderated by digital marketing.
Research Methodology. This study employs a quantitative approach. The population consists of undergraduate students at accredited private universities in the Bandung Metropolitan Area from the 2020–2023 cohorts. The sampling technique used is purposive sampling, with a sample size of 400 respondents.
Results. The results of the study indicate that there is an influence of product and physical evidence on decision-making amounting to 71.44%, as well as an influence of decision-making on institutional image amounting to 74.34%, and an influence of decision-making on institutional image moderated by digital marketing amounting to 80.38%.
Conclusion. Universities should prioritise enhancing academic product quality, upgrading campus physical facilities, and optimising digital marketing techniques in order to influence student enrolment decisions and improve institutional image. Finally, combining great educational offerings, supportive physical evidence, and efficient digital communication is critical for establishing a strong and competitive institution reputation.
Referensi
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Anjani, S., & Perdhana, M. S. (2021). The Effect of the Green Marketing Mix on Consumers’ Purchase Decisions: A Literature Review. Diponegoro Journal of Management, 10 (4), 1–8. http://ejournal-s1.undip.ac.id/index.php/dbr
Arifin, Z. A. L. S., Sumarwan, U., & Najib, M. (2020). The Influence of the Marketing Mix on Brand Image, Motivation, and Students’ Decision to Choose Graduate Studies at IPB University. Journal of Consumer Sciences, 05(02), 139–156.
Aurelia, J., Bagus, G., & Wriyakusuma, Y. (2022). The Influence of Product Quality, Lifestyle, and Brand Image on the Decision to Purchase an iPhone in Surabaya. Journal of Management and Business Startups, 7(4), 419–431.
Awan. (2020). THE INFLUENCE OF PRODUCT AND PRICE ON STUDENTS’ DECISIONS TO CHOOSE THE GROUND HANDLING PROGRAM. OPTIMAL, 17(1), 73–90.
Azmi, F., Lubis, M., & Muslim, M. (2022). The Relationship Between School Principal Supervision and Achievement Motivation and the Pedagogical Competence of Teachers at State Junior High Schools in East Binjai. EDUTEC: Journal of Education and Technology, 6 (2), 370–387. https://doi.org/10.29062/edu.v6i2.395
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Hossain, M. I., Tabash, M. I., Siow, M. L., Ong, T. S., & Anagreh, S. (2023). Entrepreneurial intentions of Gen Z university students and entrepreneurial constraints in Bangladesh. In Journal of Innovation and Entrepreneurship (Vol. 12, Issue 1). Springer Berlin Heidelberg. https://doi.org/10.1186/s13731-023-00279-y
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Irwanto, K. S., Nugraha, N., Angelica, N., & Wardhana, A. (2025). Analysis of Factors Influencing Students’ Preferences in Choosing Higher Education. 5(1).
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Khalid, F. M., Rauf, F. H. A., Fauzi, M. A. M., Shafiee, M. A., Khan, N. H. H., & Rosmahadir, N. J. (2020). Factors Influencing Business Students’ Academic Performance in Accounting. Global Business & Management Research, 12 (4), 236–245. https://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=147933798&site=ehost-live&custid=ns289014
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Kurniawan, R., Jusuf, E., & Suryana, P. (2023). The Influence of Institutional Image, Publicity, and Digital Marketing on Students’ Purchase Decisions and Their Implications for Customer Value by Implementing Link & Match as a Moderator (A Survey of Six LP3I Polytechnics in Indonesia). International Journal of Research in Engineering and Science (IJRES) ISSN, 11 (4), 25–35. www.ijres.org
Kusumaradya, N., & Purwadi, D. (2021). The Influence of Service Quality and Brand Image on the Purchase Decision of Coffee Shop Products in Yogyakarta. IOP Conf. Series: Earth and Environmental Science, 828 , 1–4. https://doi.org/10.1088/1755-1315/828/1/012060
Liu, Y. (2019). A Study on the Construction of Brand Image for Cultural Tourism Based on Visual Grammar: Taking the “Mystery” Brand Image of Xiangxi as an Example. ITM Web of Conferences, 25 , 03003. https://doi.org/10.1051/itmconf/20192503003
Luo, Y. (2024). Optimization of product marketing and management strategies for cross-border e-commerce enterprises using big data technology. Applied Mathematics and Nonlinear Sciences, 9(1), 1–19.
Makrydakis, N. S. (2021). The Role of Digital Marketing in Public Higher Education Organizations in Attracting Younger Generations. Expert Journal of Marketing, 9(1), 28–38.
Masyita, N., & Sativa. (2019). Students’ Perception of Pedestrian Path Comfort at Yogyakarta State University. IOP Conference Series: Earth and Environmental Science, 366 (1), 1–8. https://doi.org/10.1088/1755-1315/366/1/012031
Mazloomi, A., Sattari, S., & Ebrahimpour, H. (2015). Brand Loyalty, Brand Image Fitness, and the Relationship Between Final Brand Image and Attitude Toward the Brand at Tabarok and Delpazir Companies in Ahvaz City. Kuwait Chapter of the Arabian Journal of Business and Management Review, 4 (10), 11–15. https://doi.org/10.12816/0018992
Muarif, R. A. F. H. (2025). The Influence of Campus Facilities and Learning Resources on the Learning Motivation of Mathematics Education Students at UIN Suska Riau. Journal of , 2(4), 96–104.
Noverita, L., & Mariyudi. (2020). The influence of physical evidence and educational service products on students’ decisions to choose the Management Study Program at Unimal. VISIONARY & STRATEGIC JOURNAL, 9(1), 35–39.
Novianto, O., Santoso, H. T., Dewi, R., Karnain, B., Sugiharto, & Gs, A. D. (2024). Analysis of the 5 (Five) Stages of the Purchase Decision Process on the Decision-Making of Students at Universitas 45 Surabaya in Choosing the Management Program at Universitas 45 Surabaya Background Consumer behavior is a phenomenon that. JUMMA JOURNAL, 3(1), 40–62.
Nunes, M. P., Malagri, C. N. A., Steinbruch, F. K., Schreiber, D., & Damacena, C. (2024). The relationship between digital transformation and internationalization – a systematic literature review. European Journal of Innovation Management, ahead- of- p(ahead-of-print). https://doi.org/10.1108/EJIM-01-2024-0092
Pandiangan, K., & Atmogo, Y. D. (2021). Factors Influencing Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand. JIMT: Journal of Applied Management Science, 2(4), 471–484.
Piscayanti, K. S., & Mahayanti, N. W. S. (2015). The Effect of Faculty Certification on Teaching Performance at Undiksha. Journal of Social Sciences and Humanities, 4 (1), 534–544. https://doi.org/10.23887/jish-undiksha.v4i1.4922
Pramesti, M. D., & Rizal, A. (2022). THE EFFECT OF SERVICE QUALITY AND UNIVERSITY IMAGE ON SATISFACTION AND ITS IMPACT ON THE INTENTION TO RECOMMEND. Syntax Literate: Indonesian Scientific Journal, 7 (09). https://doi.org/10.36418/syntax-literate.v7i9.13775
Pramudiyanto, A., Kurniawan, R., & Jamal, A. (2024). Student Decision-Making in Choosing a University in Surabaya. Indonesian Journal of Public Administration Review, 1(3), 1–10.
Prasetyaningrum, I. D., & Marliana, E. (2020). Factors Influencing the Decision to Choose a Private University (A Study at Muria Kudus University). Jembatan: Scientific Journal of Management, 17(1), 61–72.
Priadana, S., & Sunarsi, D. (2021). Quantitative Research Methods. Pascal Books. https://anyflip.com/tzxmy/fzxh
Rahayu, I. (2016). Perceived Factors Influencing Students’ Decisions on Choosing a Place of Study (Case Study of Bina Insani University, Bekasi). Journal of Office Administration, 4(2), 265–288.
Rahayu, I., Nurrochmat, D. R., & Fachrodji, A. (2015). Marketing Mix Analysis of the “Kawah Putih” Natural Tourism Area and Its Effect on Visitors’ Decisions. Indonesian Journal of Business and Entrepreneurship, 1(2), 72–80.
Raka B Lubis. (2025). Education Level of . Www.Goodstat.Id. https://goodstats.id/infographic/tingkat-pendidikan-masyarakat-indonesia-2024-BFsMy
Rochman, M. F., & Alimudin, A. (2019). Analysis of the Influence of Strategic Partnerships and Product Design Innovation on Product Quality and Competitive Advantage of SMEs in the North Surabaya Area. Journal of World Conference, 1(1), 118–126.
Safira Nurulita, R., & Santoso, I. H. (2023). An Attempt to Boost Sales through the Adoption of a Viral Marketing Strategy. Journal of Islamic Economics Pelita Bangsa, 08(01), 10–17.
Saputra, S. T., Hidayat, K., & Sunarti. (2017). THE INFLUENCE OF PRODUCT QUALITY ON PURCHASE DECISIONS AND ITS IMPACT ON CUSTOMER SATISFACTION AMONG IPHONE USERS (A Survey of Students in the Faculty of Administrative Sciences, Brawijaya University, Malang). Journal of Business Administration (JAB), 50(6), 85–95.
Sugiyono. (2016). Business Research Methods. Alfabeta.
Suvia, H., & Yuwono, W. (2022). Analysis of Factors Influencing Brand Image on Purchase Interest in the Secondate Brand. Journal of Administration and Management, 12(4), 324–332.
Tristanto, T. A., & Hurriyati, R. (2023). The AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 1996 , 12575–12586. https://doi.org/10.33258/birci.v4i4.3319
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence and Planning, 34 (1), 19–40. https://doi.org/10.1108/MIP-09-2014-0169
Wang, K. Y. (2022). Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions.” Sustainability (Switzerland), 14 (4). https://doi.org/10.3390/su14041977
Wibowo, A., & Santoso, J. T. (2024). Bottled Water Purchase Decisions: A Study of Brand Image as a Green Marketing Medium in Purchase Decisions. International Journal of Supply and Operations Management, 11 (1), 83–99. https://doi.org/10.22034/IJSOM.2023.110194.2961
Yahmini, E. (2019). Trends in Impulse Buying Among Students Examined from a Family Background Perspective (A Case Study of Students at Five Universities in Yogyakarta). EXERO, 02(01), 41–56.
Yunningsih, Y. (2022). Physical Evidence, Reliability, Responsiveness, Assurance, and Empathy of Service Quality on Inpatient Patient Satisfaction: A Study at Regional General Hospitals. Journal of Resources Management, Economics, and Business, 1(2), 15–30.
Alfitriya, N., Ambarita, C. F., & Naibaho, E. (2025). The Effect of Campus Public Facility Quality on Student Satisfaction at the University of North Sumatra. Abstract. Jemsi Journal of Economics, Management, and Accounting, 11(6), 5981–5991.
Anjani, S., & Perdhana, M. S. (2021). The Effect of the Green Marketing Mix on Consumers’ Purchase Decisions: A Literature Review. Diponegoro Journal of Management, 10 (4), 1–8. http://ejournal-s1.undip.ac.id/index.php/dbr
Arifin, Z. A. L. S., Sumarwan, U., & Najib, M. (2020). The Influence of the Marketing Mix on Brand Image, Motivation, and Students’ Decision to Choose Graduate Studies at IPB University. Journal of Consumer Sciences, 05(02), 139–156.
Aurelia, J., Bagus, G., & Wriyakusuma, Y. (2022). The Influence of Product Quality, Lifestyle, and Brand Image on the Decision to Purchase an iPhone in Surabaya. Journal of Management and Business Startups, 7(4), 419–431.
Awan. (2020). THE INFLUENCE OF PRODUCT AND PRICE ON STUDENTS’ DECISIONS TO CHOOSE THE GROUND HANDLING PROGRAM. OPTIMAL, 17(1), 73–90.
Azmi, F., Lubis, M., & Muslim, M. (2022). The Relationship Between School Principal Supervision and Achievement Motivation and the Pedagogical Competence of Teachers at State Junior High Schools in East Binjai. EDUTEC: Journal of Education and Technology, 6 (2), 370–387. https://doi.org/10.29062/edu.v6i2.395
Calvert, M. (2021). Assessing Organizational Readiness for Digital Transformation (January Issue).
Diyan Sari. (2025). Is Interest in Private Universities Low Because Public Universities Are Eroding Education? Www.Goodstat.Id. https://goodstats.id/article/minat-perguruan-tinggi-ratusan-pts-tergerus-daya-tarik-ptn-dan-kualitas-global-l8ELh
Effendi, O., Hardilawati, W. L., & Setianingsih, R. (2022). The Role of the Marketing Mix in Student Decisions When Choosing a College. International Journal of Indonesian, 1(1), 129–144.
Fakhri, M., Gilang, A., & Ratnayu, N. (2017). Telkom University (A Study of Undergraduate Students in the Business Administration Program, Faculty of Communication and Business, Telkom University). Journal of Economics, Business & Entrepreneurship, 11(1), 1–12.
Hossain, M. I., Tabash, M. I., Siow, M. L., Ong, T. S., & Anagreh, S. (2023). Entrepreneurial intentions of Gen Z university students and entrepreneurial constraints in Bangladesh. In Journal of Innovation and Entrepreneurship (Vol. 12, Issue 1). Springer Berlin Heidelberg. https://doi.org/10.1186/s13731-023-00279-y
Indriati, P., & Djaddang, S. (2024). Evaluating the Role of Higher Education in Enhancing Graduate Competitiveness and Institutional Prestige: Insights from the Theory of Dynamic Institutional and Professional Identity. JPKN (Journal of Education and Culture of the Archipelago), 2(3).
Irwanto, K. S., Nugraha, N., Angelica, N., & Wardhana, A. (2025). Analysis of Factors Influencing Students’ Preferences in Choosing Higher Education. 5(1).
Junaidi, Zalisman, Yusri, Y., Amin, K., & Wismanto. (2023). Development of Human Resource Management in Islamic Educational Institutions. Journal on Education, 5 (3), 10040–10052. https://doi.org/10.26594/dirasat.v9i1.3295
Khalid, F. M., Rauf, F. H. A., Fauzi, M. A. M., Shafiee, M. A., Khan, N. H. H., & Rosmahadir, N. J. (2020). Factors Influencing Business Students’ Academic Performance in Accounting. Global Business & Management Research, 12 (4), 236–245. https://search.ebscohost.com/login.aspx?direct=true&AuthType=shib&db=bth&AN=147933798&site=ehost-live&custid=ns289014
Kotler, P. (2002). Marketing Management. In Agrekon (Vol. 11, Issue 1). https://doi.org/10.1080/03031853.1972.9523871
Kurniawan, R., Jusuf, E., & Suryana, P. (2023). The Influence of Institutional Image, Publicity, and Digital Marketing on Students’ Purchase Decisions and Their Implications for Customer Value by Implementing Link & Match as a Moderator (A Survey of Six LP3I Polytechnics in Indonesia). International Journal of Research in Engineering and Science (IJRES) ISSN, 11 (4), 25–35. www.ijres.org
Kusumaradya, N., & Purwadi, D. (2021). The Influence of Service Quality and Brand Image on the Purchase Decision of Coffee Shop Products in Yogyakarta. IOP Conf. Series: Earth and Environmental Science, 828 , 1–4. https://doi.org/10.1088/1755-1315/828/1/012060
Liu, Y. (2019). A Study on the Construction of Brand Image for Cultural Tourism Based on Visual Grammar: Taking the “Mystery” Brand Image of Xiangxi as an Example. ITM Web of Conferences, 25 , 03003. https://doi.org/10.1051/itmconf/20192503003
Luo, Y. (2024). Optimization of product marketing and management strategies for cross-border e-commerce enterprises using big data technology. Applied Mathematics and Nonlinear Sciences, 9(1), 1–19.
Makrydakis, N. S. (2021). The Role of Digital Marketing in Public Higher Education Organizations in Attracting Younger Generations. Expert Journal of Marketing, 9(1), 28–38.
Masyita, N., & Sativa. (2019). Students’ Perception of Pedestrian Path Comfort at Yogyakarta State University. IOP Conference Series: Earth and Environmental Science, 366 (1), 1–8. https://doi.org/10.1088/1755-1315/366/1/012031
Mazloomi, A., Sattari, S., & Ebrahimpour, H. (2015). Brand Loyalty, Brand Image Fitness, and the Relationship Between Final Brand Image and Attitude Toward the Brand at Tabarok and Delpazir Companies in Ahvaz City. Kuwait Chapter of the Arabian Journal of Business and Management Review, 4 (10), 11–15. https://doi.org/10.12816/0018992
Muarif, R. A. F. H. (2025). The Influence of Campus Facilities and Learning Resources on the Learning Motivation of Mathematics Education Students at UIN Suska Riau. Journal of , 2(4), 96–104.
Noverita, L., & Mariyudi. (2020). The influence of physical evidence and educational service products on students’ decisions to choose the Management Study Program at Unimal. VISIONARY & STRATEGIC JOURNAL, 9(1), 35–39.
Novianto, O., Santoso, H. T., Dewi, R., Karnain, B., Sugiharto, & Gs, A. D. (2024). Analysis of the 5 (Five) Stages of the Purchase Decision Process on the Decision-Making of Students at Universitas 45 Surabaya in Choosing the Management Program at Universitas 45 Surabaya Background Consumer behavior is a phenomenon that. JUMMA JOURNAL, 3(1), 40–62.
Nunes, M. P., Malagri, C. N. A., Steinbruch, F. K., Schreiber, D., & Damacena, C. (2024). The relationship between digital transformation and internationalization – a systematic literature review. European Journal of Innovation Management, ahead- of- p(ahead-of-print). https://doi.org/10.1108/EJIM-01-2024-0092
Pandiangan, K., & Atmogo, Y. D. (2021). Factors Influencing Brand Equity: Brand Trust, Brand Image, Perceived Quality, & Brand. JIMT: Journal of Applied Management Science, 2(4), 471–484.
Piscayanti, K. S., & Mahayanti, N. W. S. (2015). The Effect of Faculty Certification on Teaching Performance at Undiksha. Journal of Social Sciences and Humanities, 4 (1), 534–544. https://doi.org/10.23887/jish-undiksha.v4i1.4922
Pramesti, M. D., & Rizal, A. (2022). THE EFFECT OF SERVICE QUALITY AND UNIVERSITY IMAGE ON SATISFACTION AND ITS IMPACT ON THE INTENTION TO RECOMMEND. Syntax Literate: Indonesian Scientific Journal, 7 (09). https://doi.org/10.36418/syntax-literate.v7i9.13775
Pramudiyanto, A., Kurniawan, R., & Jamal, A. (2024). Student Decision-Making in Choosing a University in Surabaya. Indonesian Journal of Public Administration Review, 1(3), 1–10.
Prasetyaningrum, I. D., & Marliana, E. (2020). Factors Influencing the Decision to Choose a Private University (A Study at Muria Kudus University). Jembatan: Scientific Journal of Management, 17(1), 61–72.
Priadana, S., & Sunarsi, D. (2021). Quantitative Research Methods. Pascal Books. https://anyflip.com/tzxmy/fzxh
Rahayu, I. (2016). Perceived Factors Influencing Students’ Decisions on Choosing a Place of Study (Case Study of Bina Insani University, Bekasi). Journal of Office Administration, 4(2), 265–288.
Rahayu, I., Nurrochmat, D. R., & Fachrodji, A. (2015). Marketing Mix Analysis of the “Kawah Putih” Natural Tourism Area and Its Effect on Visitors’ Decisions. Indonesian Journal of Business and Entrepreneurship, 1(2), 72–80.
Raka B Lubis. (2025). Education Level of . Www.Goodstat.Id. https://goodstats.id/infographic/tingkat-pendidikan-masyarakat-indonesia-2024-BFsMy
Rochman, M. F., & Alimudin, A. (2019). Analysis of the Influence of Strategic Partnerships and Product Design Innovation on Product Quality and Competitive Advantage of SMEs in the North Surabaya Area. Journal of World Conference, 1(1), 118–126.
Safira Nurulita, R., & Santoso, I. H. (2023). An Attempt to Boost Sales through the Adoption of a Viral Marketing Strategy. Journal of Islamic Economics Pelita Bangsa, 08(01), 10–17.
Saputra, S. T., Hidayat, K., & Sunarti. (2017). THE INFLUENCE OF PRODUCT QUALITY ON PURCHASE DECISIONS AND ITS IMPACT ON CUSTOMER SATISFACTION AMONG IPHONE USERS (A Survey of Students in the Faculty of Administrative Sciences, Brawijaya University, Malang). Journal of Business Administration (JAB), 50(6), 85–95.
Sugiyono. (2016). Business Research Methods. Alfabeta.
Suvia, H., & Yuwono, W. (2022). Analysis of Factors Influencing Brand Image on Purchase Interest in the Secondate Brand. Journal of Administration and Management, 12(4), 324–332.
Tristanto, T. A., & Hurriyati, R. (2023). The AIDA Model as a Marketing Strategy to Influence Consumer Buying Interest in the Digital Age. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 1996 , 12575–12586. https://doi.org/10.33258/birci.v4i4.3319
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Marketing Intelligence and Planning, 34 (1), 19–40. https://doi.org/10.1108/MIP-09-2014-0169
Wang, K. Y. (2022). Sustainable Tourism Development Based upon Visitors’ Brand Trust: A Case of “100 Religious Attractions.” Sustainability (Switzerland), 14 (4). https://doi.org/10.3390/su14041977
Wibowo, A., & Santoso, J. T. (2024). Bottled Water Purchase Decisions: A Study of Brand Image as a Green Marketing Medium in Purchase Decisions. International Journal of Supply and Operations Management, 11 (1), 83–99. https://doi.org/10.22034/IJSOM.2023.110194.2961
Yahmini, E. (2019). Trends in Impulse Buying Among Students Examined from a Family Background Perspective (A Case Study of Students at Five Universities in Yogyakarta). EXERO, 02(01), 41–56.
Yunningsih, Y. (2022). Physical Evidence, Reliability, Responsiveness, Assurance, and Empathy of Service Quality on Inpatient Patient Satisfaction: A Study at Regional General Hospitals. Journal of Resources Management, Economics, and Business, 1(2), 15–30.
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