Widya The Influence Of Lecture Flexibility, University Reputation, And Reference Groups On The Decision To Choose An Executive/Employee Class Program At Private Higher Education Institutions (A Study At Universitas Bandar Lampung)
Keywords:
Keywords: Lecture Flexibility; University Reputation; Reference Groups; Choice Decision; Employee Class Program; Higher Education Marketing.
Abstract
This study aims to analyze the influence of lecture flexibility, university reputation, and reference groups on the decision to choose the Employee Class Program at Universitas Bandar Lampung (UBL). The research method used is quantitative with a causal-associative survey design. The study population includes all 128 active students and the sample is 97 respondents. Data were obtained and analyzed using multiple linear regression assisted by IBM SPSS Statistics version 27. The results showed that both partially and simultaneously, lecture flexibility, university reputation, and reference groups had substantial influence on students’ decisions to choose the employee class program. These findings confirm that while academic flexibility and institutional reputation are essential prerequisites, interpersonal recommendations from colleagues, superiors, family, and alumni serve as the most powerful driving factor for working students in selecting a higher education institution.
Keywords: Lecture Flexibility; University Reputation; Reference Groups; Choice Decision; Employee Class Program; Higher Education Marketing.
References
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Aprillita, D., & Njotowidjojo, M. S. (2023). Pengaruh citra dan biaya pendidikan terhadap keputusan memilih kuliah. Management Sustainable Development Journal, 5(1), 77–91. https://doi.org/10.51505/msd.2023.5106
Barua, B., & Lockee, B. B. (2024). Systematic literature review of flexible learning in higher education: Definitions, dimensions, and technologies. Educational Technology Research and Development, 72(1), 1–26.
Beatty, B. J. (2019). Hybrid-Flexible Course Design: Implementing Student-Directed Hybrid Classes. EdTech Books.
Chain, V. L., Mansor, M., & Rashid, N. (2025). Experts' insights on the factors influencing students' decisions in choosing private HEIs in Malaysia. Journal of Higher Education Marketing & Management, 14(1), 45–62.
Creswell, J. W. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). Thousand Oaks: SAGE Publications.
Czajkowski, M., Gajderowicz, T., Giergiczny, M., Grotkowska, G., & Sztandar-Sztanderska, U. (2020). Choosing the future: Economic preferences for higher education. Research in Higher Education, 61(4), 510–539. https://doi.org/10.1007/s11162-019-09572-w
Davis, J. H., Schoorman, F. D., & Donaldson, L. (2018). Toward a stewardship theory of management. Business Ethics and Strategy, 22(1), 473–500. https://doi.org/10.4324/9781315261102-29
DiMaggio, P. J., & Powell, W. W. (2021). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. The New Economic Sociology: A Reader, 48(2), 111–134. https://doi.org/10.2307/2095101
Donaldson, L., & Davis, J. H. (1991). Stewardship Theory or Agency Theory: CEO Governance and Shareholder Returns. Australian Journal of Management, 16(1), 49–64. https://doi.org/10.1177/031289629101600103
El Galad, M., Abdel-Maksoud, A., & Hassan, S. (2024). Flexible learning dimensions in higher education: Student preferences and academic outcomes. Studies in Higher Education, 49(2), 215–231.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2012). Consumer Behavior. Mason: South-Western Cengage Learning.
Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th ed.). London: SAGE Publications.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). London: Cengage Learning.
Julianti, M., & Barusman, A. R. P. (2024). The influence of social media marketing and brand image on students' decisions to choose a Buddhist education study program at STIAB Jinarakkhita Lampung. Journal of General Business, Innovation and Entrepreneurship, 1(2), 117–127.
Juhaidi, A., Syarif, M., & Rahman, A. (2024). University choice factors: A case of two types of higher education in the third-largest island in the world. Cogent Social Sciences, 10(1), Article 2367731. https://doi.org/10.1080/23311886.2024.2367731
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Boston: Pearson Education.
Lupiyoadi, R. (2016). Manajemen pemasaran jasa: Teori dan praktik (3rd ed.). Jakarta: Salemba Empat.
Peraturan Menteri Pendidikan dan Kebudayaan Republik Indonesia Nomor 3 Tahun 2020 tentang Standar Nasional Pendidikan Tinggi. Jakarta: Kemendikbud.
Mutiara Asyfa. (2024). Pengaruh biaya pendidikan yang dipersepsikan, reputasi perguruan tinggi dan kelompok referensi terhadap keputusan memilih perguruan tinggi pada mahasiswa Universitas Nasional. Jurnal Manajemen Pemasaran Pendidikan, 8(1), 54–68.
Peter, J. P., & Olson, J. C. (2014). Consumer Behavior and Marketing Strategy (9th ed.). New York: McGraw-Hill Education.
Satyanegara, D., & Widikusyanto, M. J. (2018). Role of reference group in winning Banten higher education service market. International Journal of Business and Management, 2(2), 80–98.
Schiffman, L. G., & Kanuk, L. L. (2019). Consumer Behavior (12th ed.). Harlow: Pearson Education.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Chichester: John Wiley & Sons.
Sudiana, T. A. F., & Barusman, A. R. P. (2025). The effect of service quality, price, and promotion on Go-Mart customer loyalty with satisfaction as moderator at Bandar Lampung University. ECo-Fin, 7(1), 360–378. https://doi.org/10.32877/ef.v7i1.2107
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sumarwan, U. (2017). Perilaku konsumen: Teori dan penerapannya dalam pemasaran (2nd ed.). Bogor: Ghalia Indonesia.
Barusman, A. R. P. (2019). The Impact of 7p’s (Marketing Mix) on Student Parents’ Decision at School for Disable Students with Special Needs. Journal of Business and Management, 21(5), 22–28. https://doi.org/10.9790/487X-2105022228
Sudiana, T. A. F., & Barusman, A. R. P. (2025). The Effect of Service Quality, Price, and Promotion on Go-Mart Customer Loyalty with Satisfaction as Moderator at Bandar Lampung University. ECo-Fin, 7(1), 360–378. https://doi.org/10.32877/ef.v7i1.2107
Tjiptono, F. (2019). Pemasaran jasa: Prinsip, penerapan, dan penelitian. Yogyakarta: Andi Offset.
Tjiptono, F., & Chandra, G. (2016). Service, Quality & Satisfaction (4th ed.). Yogyakarta: Andi Offset.
Tucker, J. P., & Morris, G. J. (2012). Flexible learning in higher education: Designing courses for adult working professionals. Journal of Adult and Continuing Education, 18(2), 123–139.
Published
2026-08-19
How to Cite
Annisa, W., & Andala Rama Putra Barusman. (2026). Widya The Influence Of Lecture Flexibility, University Reputation, And Reference Groups On The Decision To Choose An Executive/Employee Class Program At Private Higher Education Institutions (A Study At Universitas Bandar Lampung). International Journal of Education, Vocational and Social Science , 5(03), 8014-8031. https://doi.org/10.63922/ijevss.v5i03.6150
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