Effect of Campus Promotion, Service Quality and Applicants ’ Image toward Their Decision in Choosing a Higher Education Institution

objectives of this research were to find out: the effect of campus promotion and service quality on applicants ’ image of the campus and applicants ’ decision in continuing their study at a campus. It is found that campus promotion influence applicants ’ image about the campus. The promotion also effects applicants ’ decision in choosing an educational institution (campus). Furthermore, service quality also has consequence on both applicants’ image and decision. Finally, applicants ’ image also has effect on their decision to continue their study at a campus. It means that campus promotion and service quality have crucial influence to satisfy applicants (candidate students) as campus customer. When they are comfortable with the promotion and the service, they will have good image about the campus and choose it as their future educational institution