Implementation of Service Marketing Mix Strategy to the Formation of Service Value and its Implications for Student Trust

Abstract

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