Promotion, Behavior, and Consumption: A Correlation Study between Promotion and Consumer’s Behavior in Indonesian Higher Education

Sini Suwarni


ABSTRACT: The management of university must be managed as the industry, because the education itself has also been become as an industry. As an industry, including in the human resource development, education must be managed professionally by so many activities such as to produce and to distribute, and to sale the education service to the people or consumer that be done by professional manpower. Meanwhile, in the economic perspectives, promotion is the activity of marketing which informs about the products in order being influenced and remembered by stakeholder. In the activity of promotion, it contains the meaning of communication. In the framework of theoretical perspective above, the objective of the study was to determine the relationship between promotion and consumer’s behavior in Indonesian higher education. The study was conducted at the University of Muhammadiyah Prof. Dr. HAMKA (UHAMKA) in Jakarta on April to June 2006 with a sample of 40 selected randomly. The study concluded that there was a positive relationship between promotion and consumer’s behavior in Indonesian higher education, whereas Y = 37 + 0.955 + 0.767 X at a = 5 meaning with 1 unit increase in promotion will cause 0.767 unit increase in consumer’s behavior in higher education.

Key words: management of university, professional manpower, promotion, consumer’s behavior, and higher education in Indonesia.

About the Author: Dr. Hj. Sini Suwarni is a Senior Lecturer at the Faculty of Education and Teacher Training UHAMKA (University of Muhammadiyah Prof. Dr. HAMKA, Haji Abdul Malik Karim Amrullah) in Jakarta, Indonesia. She can be reached at:

How to cite this article? Suwarni, Sini. (2011). “Promotion, Behavior, and Consumption: A Correlation Study between Promotion and Consumer’s Behavior in Indonesian Higher Education” in SOSIOHUMANIKA: Jurnal Pendidikan Sains Sosial dan Kemanusiaan, Vol.4, No.1 [Mei], pp.85-92. Bandung, Indonesia: Minda Masagi Press owned by ASPENSI, ISSN 1979-0112.

Chronicle of article: Accepted (March 7, 2011); Revised (April 20, 2011); and Published (May 20, 2011).

Full Text:



Ary, Donald, Lucy C. Jacobs & Asghar Razavieh. (1979). Introduction to Research in Education. New York: Holt, Richart, and Winston.

Enggel, J.F. et al. (1990). Consumer Behavior. Chicago: The Driden Press Journal.

Fattah, Nanang. (2000). Ekonomi & Pembiayaan Pendidikan. Bandung: PT Remaja Rosdakarya.

Greenwood, Malcolm S. & Gaunt J. Helen. (1994). Total Quality Management for School. London: Cassel Wiltahire, Kogan Page.

Griffin, Ricky W. & Ronald J. Ebert. (1999). Business. New Jersey: Prentice Hall, Inc.

Kotler, P., J. Bowen & J. Makens. (1996). Marketing for Hospitality and Tourism. New Jersey: Prentice Hall.

Kotler, P. & R. Armstrong. (2000). Marketing Management. New Jersey: Prentice Hall.

Lamb, Charles W., Joseph F. Hair & Carl M. Daniel. (1999). The Essential of Marketing Cinch. Ohio South: Eastern Collect Publishing.

Lindsay, William M. & Joseph B. Petrick. (1997). A Total Quality and Organization Development. Florida: St Lucia Press.

Nickel, William G., James M. Hugh & Susan M. Hugh. (1996). Understanding Business. USA: Richard D. Irwin and Times Mirror Publishing.

Sallis, Edward. (1993). Total Quality Management in Education. Philadelphia and London: Kogan Page.

Schermerhorn, H. & M. Osborn. (1997). Organizational Behavior. USA: John Wiley & Sons, Inc.

Schiffman, Leon G. & Leslie L. Kanuk. (2000). Consumer Behavior. New Jersey: Prentice Hall, Inc.

Sudjana, Djudju. (2008). “The Concept and Implementation of Lifelong Education: The Indonesian Context” in Andi Suwirta, Didin Saripudin & Aim Abdulkarim [eds]. Lifelong Education in Southeast Asian Countries: A Retrospect and Prospect for Gaining and Enhancing Prosperity, Progress, and Democracy. Bandung: ASPENSI Press, pp.1-12.

Suyanto. (2006). Dinamika Pendidikan Nasional dalam Percaturan Dunia Global. Jakarta: PSAP [Pusat Studi Agama dan Peradaban] Muhammadiyah.

Tilaar, H.A.R. (2003). Standarisasi Pendidikan Nasional. Jakarta: Rineka Cipta.

Zeith, Valarie A. & Mary J. Bitner. (1996). Services Marketing. Singapore: McGraw Hill Book, Co.

SOSIOHUMANIKA: Jurnal Pendidikan Sains Sosial dan Kemanusiaan is published by Minda Masagi Press. This work is licensed under a Creative Commons Attribution-Sharealike 4.0.