The Effect of Marketing Mix of Educational Services and Image Formation on Student Decisions to Choose Private Universities in Bandung

This study aims to measure and analyze the factors in service marketing mix image formation, namely reputation credibility that can influence consumer selection decisions. More specifically, this research takes context of educational services, with students as consumers who consider College Administrative Sciences (STIA) Bandung their preferred private university. was conducted quantitative methods on 113 STIA were determined by simple random sampling method. The data obtained from observations, documentation studies, distributing questionnaires respondents, well interviews leaders staff campus. results indicate three variables, mix, reputation, have a positive significant impact decision choose university Bandung. Thus, universities need apply these variables strategy attract students' interest choosing universities.