The Influence Of The 4cs Marketing On Private Universities Selection Among New Economics Students In Vietnam - Part 2_Research Result

Abstract

With study part 1 is to determine the importance level of the 4Cs marketing factors that influence on new economics students' decision to choose private universities in Vietnam Part 1: Literature review, this study presents part 2, which is building a model, testing, and proposing implications for private universities to attract new economics students in Vietnam. Convenience sample selection by offline and online survey technique was executed. Data was collected from 400 students of HUTECH University, Ho Chi Minh City Economics and Finance, Van Lang University, and Van Hien University. The partial least squares structural equation modeling (PLS-SEM) analysis using SMARTPLS4 found that the factors Commodity, Cost, Communication, Convenience and Personal characteristics affect private universities selection among new students majoring in economics through the Students’ perceptions factor. The research results suggest management implications for private universities by using the Marketing mix 4Cs to attract new students in the economics major.