The Application of Marketing Communication as decision making process in choosing Private University

Abstract

Formal education is one of the important phases for everybody in preparing their future. Formal education in
college level is divided into Government University and Private University. In this new era, it is not only the
education changes but also the technology as part of new media. This study is motivated by social media
network has become one of the main promotional media which is utilized by a company product or service,
especially when they want to share new product or program for their customer. Private university uses new
media through Internet, especially as medium to communicate with the customer in this term is followers.

This study used the cognitive dissonance theory through marketing communication concept. The data
analysis method used in this research is the qualitative descriptive approach by focusing on E – Marketing.

The result of this research showed that students and parents gain interesting information from social media.

Keywords: education, formal, cognitive dissonance theory, marketing communication, private university