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Abstract

The purpose of this study is to analyze the seven marketing mix factors (Product, Price, Place, Promotion, People, Physical Evidence, Process) that influence the decision of students to choose to study in the UI Vocational Education Program. This research method is quantitative with data collection techniques carried out using surveys. The population of this research is University of Indonesia Vocational Education Program students. The data is analyzed and interpreted univariate and multivariate. The conclusions from the results of this study are; Students choosing to study in vocational colleges are influenced by all factors of the promotion mix, but the Promotion factor is the most powerful, even though the strength is moderate. Promotion gives knowledge about the curriculum and the internship program they live in Vocational UI, so that is the main reason for them to make decisions. The generalization of this research is still not perfect, it is still needed to conduct similar research to several other vocational universities, to validate the results of this study. Practical suggestions for Public Relations practitioners in vocational colleges are; plan outreach programs that are more directed at the targeted outreach programs

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