Colleges offering computer education are increasing, especially with the widespread use of
information technology in all fields. This paper presents the results of research that aims to uncover the level of
service marketing mix of performance conformity with the interests of education and expectations of students.
Research conducted descriptive, while the research method used is the method of explanatory survey of 770
students and 54 leaders from computer private colleges in Jakarta. The results showed that the individual's
environment is more influential on the decision process of selecting college students compared the performance
of education services marketing mix. There is a gap between the performance of the marketing mix of
educational services with the level of expectation and perceived level of student interest. Therefore, leaders of
computer private colleges in Jakarta should pay attention to changes in consumer behavior to marketing mix
program of education services can further enhance the value of education services.
Prabowo I. H. (2011). Pengaruh Lingkungan Individu Mahasiswa dan Kinerja Bauran Pemasaran Perguruan Tinggi terhadap Proses Keputusan Mahasiswa dan Nilai Jasa Pendidikan Tinggi Komputer. Binus Business Review, 2 (2), 659-672.
individual environment, educational service marketing mix, decision making, educational value