Published date: Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages: 1257–1266

DOI: 10.18502/kss.v9i2.14941

Denok SunarsiDosen01366@unpam.ac.idManajemen, Universitas Pamulang, Tangerang Selatan, Indonesia

Sri Retnaning SampurnaningsihManajemen, Universitas Pamulang, Tangerang Selatan, Indonesia

Khasanah .Information Technology, Universitas Siber Asia, Jakarta, Indonesia

Reni Yesi SSTIE Mulia Pratama, Bekasi, Indonesia

Siti MaemunahNational Research and Innovation Agency (Badan Riset dan Inovasi Nasional), Indonesia

This study investigates the implementation of service marketing mix strategies and their implications for the formation of service value and student trust within educational institutions. As the higher education landscape becomes increasingly competitive, institutions are seeking innovative approaches to enhance the quality of their services and build enduring relationships with their students. This study aims to find out, analyze, and examine the implementation of service marketing mix strategies, service value, and student trust, as well as the effect of implementing the service marketing mix strategy on service value and its implications on good student trust. This study applies a descriptive qualitative design. Based on the analysis of the research results, the following findings were obtained: the implementation of the service marketing mix strategy is in the fairly good category, the service value is in the fairly good category, and student trust is in a good category. The service marketing mix strategy positively impacts the value of services and its application to student trust.

Keywords: service, marketing mix strategy, service value,; student trust

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