Role of Communitization Marketing 3.0 on Purchasing in Higher Education of Postgraduate Institutions in Jakarta

Wilhelmus Hary Susilo, Yudi Yulius, Lili Suryati

Abstract


A concept conducted from the influence of marketing 3.0 on purchase decisions in post graduate institutions of higher education in Jakarta. Research was conducted the quantitative confirmatory method, of structural equation hybrid modeling. Samples used 105 postgraduate students at three institutions. Research findings showed confirmatory factors analysis (CFA) included; Communitization, and Purchasing, had χ2 (222.6 and 546.5), GFI ( .59 and .62) and CFI (.88 and .89). Further more Construct Reliability (CR= .95 and .95), were condaucted reliable construct variables. Marginal fitting hybrid model with, χ2 = 20.27, P value = .00041, RMSEA = .156, GFI = .92, AGFI = .78 and CFI = .97. The hypothesis result was influenced communitization marketing 3.0 on the purchasing decision with t value = 9.16, successfully to confirmed . Finally test between the dimensions’ variable and was the most superior and significant was correlated connection between the customer and the dimensions of the situation with a value of r (er)= .99.

DOI: 10.5901/mjss.2015.v6n2p125


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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)

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