Analysis Of Determinant Factors in Choosing Private Health Higher Education: The Role of Service Quality as A Moderating Variable

Abstract

This study analyses the determinant factors influencing students’ decision-making in selecting private health higher education institutions, with service quality as a moderating variable. The research applies the Theory of Planned Behavior (TPB) and Consumer Behavior Theory to understand the impact of perceived value, digital marketing innovation, institution image, and competitive pricing on decision-making. The study employs a quantitative approach using Structural Equation Modeling (SEM) for data analysis. Findings indicate that perceived value, digital marketing innovation, and institution image significantly affect decision-making. Competitive pricing, directly and indirectly, influences decision-making through perceived value, digital marketing innovation, and institution image. Moreover, service quality strengthens the relationship between competitive pricing and decision-making. This research provides theoretical implications for higher education marketing strategies and practical recommendations for private health universities to enhance competitiveness through quality service improvements