Role of Reference Group in Winning Banten Higher Education Service Market

The competitive conditions in the market of higher education services encourage every college in Banten to be able to retain students and acquire new students every year. The decision of the prospective student in determining the college of his choice is very important for the sustainability of every college in Banten. Understanding the factors that influence the prospective student's decision is expected to increase the competitive advantage of Banten college so as to win the target market. The purpose of this study is to test the model that explains the effect of education services and reference groups on the decision of prospective students in choosing a college. In addition, this study also aims to examine the role of mediation of reference groups that mediate the influence of educational services on the decision of prospective students in choosing a college. Survey research design is used to obtain data to be analyzed using SEM with the help of AMOS software. Questionnaires were distributed to 418 students from high school and vocational schools, both public and private in Banten. The SEM estimation results indicate that Service and Reference Group directly influence the decision of prospective students in choosing a college to continue their studies. In addition, the reference group proved to mediate the influence of the Services on the Decision of the Student Candidate. Thus, the reference group has an important role for the Education Services in determining the decision of the prospective student. Marketing communications should be directed in addition to the target market itself, but also to reference groups with positioning as distinct and superior educational services.


Introduction
Banten is a province that is rich in natural resources potential but not balanced with the quality of human resources. The low quality of Banten human resources has caused the province to have the highest unemployment rate in Indonesia (JPNN, 2014). One of the causes of the low quality of human resources is the low quality of education marked by the lack of high school graduates and vocational high school who continue education to higher education level. Data from Central Bureau of Statistics (BPS of Banten Province, 2018) shows that in Banten in 2012 almost 85% of people aged 19 to 24 years did not continue their education to universities. This figure is still slightly better when compared with the previous year especially the school participation rate in 2008 which only 10.5% or about nearly 90% of Banten people aged between 19 to 24 years did not continue to higher education. While in 2014, school participation is only 19.61%, which means 80.39% of students do not continue their education to a higher level.
Development of various fields in Banten requires qualified human resources. Education has a very central and strategic role, especially if it is associated with efforts to improve the quality of human resources. Higher education to produce human resources that can support development in Banten organized by universities be it university, high school, or academy. Thus, the existence of universities has an important role in producing competent human resources and able to support the development of Banten in all fields. The growth of universities in Banten has ups and downs. The development of the number of universities, students and educational workers in Banten can be seen from BPS data from 2007 to 2014 and PDDIKTI 2018 data shown in the following table. The increase in the number of private universities began to be seen in 2008, but decreased dramatically in the next year and finally back up in 2013. While in 2018, the number of higher education institution increased to 163, consisting of eight states and 155 private. The growth of Higher Education Institution in Banten certainly brings hope for an increase in human resources needed for the development of Banten. But behind it, all, the increase in the number of Higher Education Institution has created increased competition because of the lack of market contested.
Competitors can come from anywhere. Higher Education Institution in Banten faces direct and indirect competition. Direct competition occurs between the Higher Education Institution within the Banten both between private and State. The direct competition also involves competitors who come from outside the province of Banten or abroad. The toughest competition among Higher Education Institution in Banten was recorded in 2009 marked by 30 percent or about 30 universities in Banten experiencing bankruptcy due to lack of interest (Tempo, 2009).
Another threat to Banten Higher Education Institution is still possible to come from outside Indonesia. The interest of foreign universities to open branches in Indonesia is still high. They assess the number of students in Indonesia is very potential to be recruited. In the future, if the global market is more open and the government gives permission of foreign universities to enter and play in Indonesia, it is not impossible that Banten becomes one of their chosen target markets. This condition would make Higher Education Institution in Banten increasingly squeezed if not immediately improve the quality in the face of global competition.
The existing competition conditions encourage every college in Banten must be able to maintain the loyalty of students who already have and also must be able to get new students every year so that every college has funds for the provision of higher education. Less let alone until the absence of new students who enter will make a college can no longer operate until closing college. Thus, the sustainability of a university is the very determined success of new students every year. In this condition, the behaviour of prospective students, especially how they make the decision to choose a college as their place of study, becomes very important for the college to be known and influenced.
Consumer decisions are influenced by many factors including marketing efforts and other factors such as social factors or reference groups (Kotler and Keller, 2009;Schiffman and Kanuk, 2009). Prospective students as prospects for universities in determining their choices are influenced by college marketing programs as well as reference groups as a comparison and source of information such as family, friends, or teachers.
Some research in Indonesia with context outside of Banten has proven that marketing program of service consisting of product, service, location, promotion, physical proof, process and person, as well as reference group influences decision made by the prospective student in determining place they continued their studies. Thus, a good marketing program, including education services as one of its components and a reference group, can be a predictor of a prospective students' decision in the Banten region in determining their choice.
Through educational services and reference groups as well, universities can influence prospective student decisions. Thus, education services and reference groups are two important factors that can determine the sustainability of universities and the ability of these universities to survive and win the market of higher education services.
Due to the importance of education services and reference groups for the sustainability of universities and winning the market of higher education services in Banten, it is necessary to conduct research on education services, reference groups and prospective student decisions in determining the choice of college with the Banten context. The findings of this research are expected to provide competitiveness for universities in the Banten region to survive or win the This research is the development of Widikusyanto and Satria (2015) research that examines the effect of the marketing mix and reference group on the decision to choose the prospective student. The results of the study found that education services were the most significant factor compared to other factors which were followed by the Reference Group. Therefore, this study is interested to focus on two independent variables that exist in research Widikusyanto and Satria (2015), namely Education Services and Reference Group as well as one dependent variable, namely Selecting Decision of Higher Education Institution.
In research Widikusyanto and Satria (2015), reference groups are positioned the same as the marketing mix as independent variables. In this study, reference groups are positioned as variable mediators that mediating the influence of Educational Services on Choosing Decision of prospective students. Thus the question of this research is whether the model is hypothesized in accordance with the empirical data obtained and whether the factors of marketing stimulus consisting of services education and reference groups have an immediate effect on prospective student decisions. In addition, does the Reference Group mediate the effect of educational services on the decision of prospective students in choosing a college to continue their studies?
The subject of this study is limited to only third graders of senior high school and vocational school or equivalent in Banten Province. The object this research focused on universities that became the first choice of respondents in continuing their higher education which is not limited to universities in Banten only.

Decision on Selecting Higher Education Institution
The decision-making process is a basic psychological process that plays an important role in understanding how consumers actually make purchasing decisions. The Based on the Assael Model (2004: 22) the consumer purchasing decision process is influenced by individual consumers and the environment. Consumer decision making is the process through which consumers meet their needs by sensing and evaluating brand information, taking into consideration alternate brand alternatives that meet their needs and ultimately choosing a particular brand (Assael, 2004: 21).
Individual consumers who have consumer needs, perceptions and attitudes affect their choices. Similarly, demographics, lifestyles and consumer characteristics influence the choices they make over an existing set of brand alternatives. Environments such as culture, marketing organizations and reference groups also have an influence on consumer decisions.
After consumers decide to choose a particular brand and make a purchase or use a brand, consumers provide a response in the form of post-purchase evaluation which then impact on consumers and word of mouth communication that impact on the environment. More details, the purchasing decision process is described in the following model.

Consumer Purchase Decision Process
Based on the Assael Model (2004: 43) that explains the buying decision process, Consumers make decisions starting from the emergence of their perceived needs. Then consumers gather the information needed to meet their needs. Furthermore, based on the information obtained, consumers evaluate the brand and choose among alternatives of existing brands. Then consumers form the intention to buy the brand that has been selected.
After that, the consumer can make a purchase or not buy. If the consumer buys, then afterwards the consumer does a post-purchase evaluation to assess the level of satisfaction with the brand he purchases. If he or she is satisfied, the consumer will re-purchase and spread positive news about the brand. If disappointed, the consumer will stop buying or buying a brand different from the previous one and spreading the negative news.

Figure 2.3. Consumer Behavior Models
The process of consumer purchase decision making passes through five stages (Kotler and Keller, 2009: 202), including 1) Recognition of the problem, 2) information Search, 3) Evaluation alternative, 4) Purchase decision, and 5) Post-purchase behaviour. If linked to the decision process of prospective students in determining the choice of college that will be where they continue their studies, then they will feel the need for further education to meet their social needs of higher social status and better prosperity in the future.
Once they realize that there is a need they want to fulfil, the next step is to find as much information as possible that can help them make the right choices and reduce the risk of choosing a college. Sources of information about colleges can come from personal Resources such as family, friends, neighbours and acquaintances. Commercial sources such as college ads, salespeople, and brochures. Public sources such as mass media and college-ranking organizations.
After the collection of information is considered sufficient, prospective students enter the stage of determining the choice of alternative colleges that match the criteria they managed to collect. The decision appears to be in the form of an intention to continue college at the chosen university until it really manifests itself in the behaviour of registering and becoming a student.
The last stage is post-purchase behaviour or post-register and receives educational services. At this stage, consumers will evaluate the services they receive and form satisfaction. Consumers evaluate by comparing between expectations and reality. If the educational services they feel are equal to or more than their previous expectations, then they will be satisfied and tend to survive the study until they graduate and spread the positive news about the college of his choice. But if education services lower than their expectations before entering, then there will be dissatisfaction and form a negative word of mouth.

Higher Education Services
The definition of education, higher education and higher education institution according to the law of the Republic of Indonesia No. 12 years 2012 is: Education is a conscious and planned effort to create an atmosphere of learning and learning process so that learners actively develop their potential to have spiritual strength, self-control, personality, intelligence, noble character, as well as skills needed him, nation and state.
Higher Education is the level of education after secondary education which includes diploma programs, undergraduate programs, master programs, doctoral programs, and professional programs, as well as special programs, organized by universities based on Indonesian culture.
"Higher Education Institution is a unit of education that organizes Higher Education. " Higher Education Services is a product of a College or University. Products are anything that can be offered to the market to get attention, purchase, use or consumption that can satisfy the wants or needs of consumers (Kotler and Armstrong, 2012: 248). Products consist of goods and services. Service is defined as an activity, benefit or satisfaction offered for sale that is essentially intangible and does not result in ownership of such services (Kotler and Armstrong, 2012: 248).
Referring to the definition of education and higher education according to RI law. 12 the year 2012 and the definition of services according to experts, Higher Education Services can be defined as educational activities include diploma programs, undergraduate programs, master programs, doctoral programs, and professional programs, as well as specialist programs, organized and offered universities that are basically not tangible and produces no ownership to develop the potential of learners in order to have religious spiritual power, self-control, personality, intelligence, noble character, as well as the skills needed of him, society, nation and state.
As more simply, Higher Education Services can be defined as activities education at higher levels, organized and offered universities that are essentially intangible and do not generate ownership to develop the potential of learners.
The Marketing Program for Services undergoes the development of a Traditional marketing mix or program consisting of 4P: Product, Price, Place and Promotion to 7P. The marketing mix is the organizational elements of a company that can be controlled by the company in communicating with consumers and will be used to satisfy consumers. Kotler and Keller (2009) formulated a marketing mix consisting of 4P, as follows: 1) The product, consisting of Physical good features; Quality level; accessories; packaging; warranties; product lines; and branding. 2) Place (distribution channel/ location), which consists of channel type; exposure; intermediaries; outlet locations; transportation; storage and managing channels.
3) Promotion, which consists of salespeople; advertising; sales promotion; publicity and internet / web strategy. 4) Price (Price), which consists of flexibility; price level; terms; differentiation; discounts; and allowances.
Whereas Zeithaml et al. (2009: 24) to formulate a marketing mix for services consisting of seven P namely, Product, Place, Promotion, Price, People, Physical Evidence and Process. Products or Services is one marketing mix or program that marketers must develop to satisfy customer needs. Aspects to be considered in designing products or services are features of physical goods, service quality levels, accessories, packaging, warranties, product lines and brands (Zeithaml et al., 2009: 24).

Reference Group
The reference group is an important social group for consumers and a comparison for such consumers (Escalas and Bettman, 2003 While aspirational groups are divided into two groups: 1) Aspiration group: a group of people who hold high positions in an organization such as the board of directors, top management, commissioner. 2) A group of symbolic aspirations: a group of soccer club enthusiasts, organizations or artists.
The Reference Group has several characteristics that influence their influence on consumers (Assael, 2004 3) Roles. Roles are functions that group members or group tasks assigned to members to achieve organizational goals. The family when making decisions about the products they are going to buy shows the roles of each group member, namely the influential role, the gatekeeper, the decision maker, the buyer and the consuming or the using. 4) Status. Status is the position that group members occupy in a group. 5) Socialization. Socialization is the process of group members learning the norms and roles that exist within a group. 6) Power. Power or power is the influence that groups have on group members. The source of group influence is the power of the expert, the power of the referent and the power of reward. Reference groups have three types of influences that can affect members of their group. The types of influence types are shown in the following table. The three types of influences that the reference group possesses are the influence of information, the comparative influence and normative influences. The effect of information arises because consumers need knowledge of a product from their group that is believed to be a source of credible information, and consumers believe that information can increase knowledge of the products it chooses. The effect of information will be effective when the source of information is considered credible by the consumer who is often shown by an expert, such as a doctor. The type of strength is the power of the expert.
Comparative influence appears in consumers who want to maintain and develop the image or concept itself. Consumers will identify other members of the reference group that are deemed to be able to protect or enhance their self-image. Consumers will identify or imitate the attitudes and behaviour of other reference group members if there is any resemblance to it. The type of strength is the power of referents.
Normative influences affect consumers who want to produce certain behaviours that are appropriate and obey their group. This normative influence arises from the strength of the reference group: the power of reward or coercion and punishment. The type of strength is the power of reward and coercion.

Theoretical Framework and Research Model
The Educational Services and Reference Group as one component of a marketing program becomes a factor that influences how consumers determine their decisions. How services are Educational services related to activities or benefits offered by universities to the market, intangible and non-proprietary, may be either disciplinary or study options, accreditation status, educational quality and graduate prospects. Each of these dimensions becomes an important consideration of prospective students in fulfilling their needs for education services, whether the need for self-development, socialization, status, job opportunities and other needs. Errors in considering the education services offered will have an impact on not achieving the purpose of buying such educational services, which ultimately lead to disappointment, the intention to stop or change lectures and negative word of mouth. Vice versa, prospective students who make the right decision based on the consideration of educational services offered, will get satisfaction, the spirit of continuing college to completion, academic and non-academic achievement and positive word of mouth. The reference group proved to have a role in determining decisions of prospective students. reference groups may consist of both parents 'and siblings' families, peers, schools, business groups and so on. The reference group can be a source of suggestion or inspiration of prospective students in making their choices. The closer and credible the reference group is, the stronger its effect on the decision of the prospective student. Vice versa.
There have been many studies that examine The parents' positive perceptions of the educational services offered can be established through marketing communication activities and delivery of the value offered by a university. Perception is the selection, organizing and interpretation of marketing and environmental stimuli into a logical or reasonable picture (Assael 2004: 146). The more positive the parent's perception of the education service will be the stronger the educational services affect the attitude and behaviour of parents who in the end, parents as one of the elements of the reference group to form a decision to choose his son as a prospective student. As a result, the better the education services will be stronger in influencing the reference group, which will ultimately strengthen the decision of the prospective student.
Based on the description of how the various variables studied were related, the hypothesized research model is presented in the following figure.

Types of Research
This type of research is quantitative and causal and is applied research. The model hypothesized in the study will be tested quantitatively using statistics.
The model tested is causal although its cause-and-effect relationship is based only on empirical theory and evidence from previous research. This research is applied research, so the purpose of this research is to solve the problems faced by institutions of higher education institution in Banten. The problem facing them is the increasingly fierce competition in the education service market, both inside and outside Banten that has the potential to weaken and even kill their higher education.

Operational Definition of Variables
These variables are measured using the indicators shown in Table 3.1. The scale used is a 7-point Likert-type scale that provides an alternative answer from one to seven, ie 1 = strongly disagree, 2 = disagree, 3 = less agree, 4 = neutral, 5 = somewhat agree, 6 = agree, and 7 = strongly agree.

Samples
The sampling method used is nonprobability sampling. Use of this method to facilitate the collection of data. While the sampling technique used is purposive sampling. Selection criteria of this research sample are the third graders of high school and vocational school or the equivalent in Banten province both private and domestic. Third-year students are selected because they are prospective students or existing college markets and need to learn their behaviour in making choices.
The sample size planned is the number of statements to extract information on the variables studied by 13 points multiplied by 30, so the sample size is 390. To avoid the risk of the defective and unworkable sample and the possibility of outliers, the sample plus 40 respondents so the total size of the sample is as many as 430 respondents. Data collection method used is a self-administered survey by distributing questionnaires directly to respondents.

Test of Research Instruments
The construct validity is tested using confirmatory factor analysis with a minimum value of loading factor per item or indicator is ≥ 0.5, ideally 0.7 or higher (Hair et al., 2006: 777). An indicator or question item with a loading factor below 0.5 will not be included in the structural model analysis.
Reliability will be tested using Cronbach's alpha with a Cronbach's alpha coefficient of at least 0.60. The instrument is considered reliable if the value of Cronbach's alpha is equal to or greater than 0.6 (Hair et al., 2006: 778).

Data Analysis
Data were analyzed using structural equation modelling (SEM) with the help of AMOS program. The estimation technique to be used is maximum likelihood estimation (MLE).
Hypothesis testing can be performed after the model meets the required GOF value or the model is acceptable because it has been in accordance with the empirical data. The process of hypothesis testing using one side because the direction of the relationship between the variables tested is clear that the positive that has been determined based on the theory used. The hypothesis is accepted if the significance level of the relationship between the construct variables in the regression weights of the maximum likelihood estimation has a value of p-value <0.05 and © 2018 IJBE Publishing. Available Online at: http://ijbe-research.com by looking at the critical ratio that must have a value greater than the value of t table + 1.66 for one-sided test with the error rate (α) 0.05.

Profile of Respondents
Profil respondents in this study are shown in the following table. The average respondent rated the educational services provided by their first-choice college is good. The reference group is enough to be a reference for respondents in choosing the first choice college. While the decision of respondents to actually continue their studies at their first choice college is somewhat stronger. The decision variable is the variable that gets the lowest average value compared to the others. While the variable that gets the highest average value is the service. A high standard deviation of these five variables showed the value given by respondents vary quite higher than average.

Validity and Reliability Test
The result of Validity and reliability instrument test showed KMO value 0.864 which means the data collected can be analyzed using factor analysis techniques. The result of factor analysis with valid statement item is shown in the following table. An invalid statement item has been omitted or will not be used for further analysis. Instrument reliability test results shown in the following table shows all instruments used have been reliable so that the existing data can be analyzed further to test the model hypothesis.

Hypothesis testing
Based on Outlier analysis, 12 respondents indicated outlier were eliminated, so total sample used amounted to 418. SEM estimation gives some output among them is model fit and regression coefficient value of each independent variable along with its level of significance. Model fit estimation results are shown in the following table.

. Final Result of SEM Estimation
The fit model test shows that the proposed or hypothesized research model has fit, which means the research model is in accordance with the empirical data. Thus, the proposed hypothesis model has been supported by empirical data collected. SEM estimates show that all independent variables affect student decisions. Educational Services and Reference Groups proved to have an effect on student decision. These results prove that the Education Services and Reference Groups influence the decision of prospective students in choosing colleges to continue their studies. Of the two directly influencing variables, the Education Service with a regression coefficient of 0.775, has a greater influence than the Reference Group which is only 0.291.
Overall, the findings in this study are consistent with the results of research from Indartini In addition, the reference group also proved to mediate the impact of educational services on student decisions. The indirect effect of educational services on decisions by reference group is 0.179. Although smaller than the direct Reference group's influence, the combined direct and indirect influence of the Education Services on Decision becomes much greater than the direct influence of the Reference Group.

Discussion
Educational services that are perceived as different and superior as well as in accordance with the needs and desires of students will be able to be the driving factor of prospective students to choose a campus that offers such educational services. The better the education services offered by universities and the more appropriate the wishes of prospective students, the prospective students will tend to form a stronger intention to continue their studies in colleges that offer such educational services.
To influence the decision of choosing a prospective student, every college should pay attention to the educational services offered. Colleges must provide majors of interest to the target market, have accreditation status of majors in accordance with market needs and perceived by prospective students as colleges that offer high-quality education services and have excellent graduates and quickly absorbed by the world of work.
Reference Groups consisting of Family, Peers and Schools are the factors that influence the decision to choose a prospective student. Families especially parents become interested parties in this regard, especially when parents become the only source of tuition for prospective students. Often parents believe they know better and feel that their choices are true, especially when associated with the education fund to be issued by parents. The bigger the funds they have to spend, the greater the push parents have to engage in deciding where their children are going to study. Parents also often encourage their children to continue their studies in the same campus with them, especially if the parents' pride is so strong against their alma mater. In addition, the acquaintance of an insider that a parent has on campus or the status of a Parent's Lecturer can also be a factor that encourages them to direct their child into the campus where the parents work.
Their parents' educational background and campus can also be an inspiration for their children, especially if children are positive about their parents, which will shape the decision of the child in choosing a college. Peers are a source of information and often have a strong persuasive influence on prospective students to determine where they will continue their education, especially directing prospective students to go on to their preferred campus. The teacher is a member of the school group. Teachers as educators as well as role models can have the persuasive power to direct some students in determining the college where they continue their studies. Educational background of teachers can be an inspiration for their students to determine where they will continue their education. The results of the study indicate that the Reference Group mediates the influence of Education Services on Decision. The mediation role of the Reference Group allows Education Services to multiply its influence. Therefore, the Reference Group becomes important for every marketer as they design and offer Education Services that can effectively attract new customers and retain old customers or students.
Reference Group, for example, the family which one of them is the parent has a role in determining the decision of his child in choosing a college to continue his studies. How parents' attitudes, behaviours and recommendations to direct their children's decisions are influenced by their perceptions of what the child's decision is about. Parental perceptions are shaped by internal and external factors. Internal factors include their memories and their experiences of higher education and how they experience when continuing studies at the same level that their children will enter. While external factors are from marketing stimuli, such as the promotion of a college, both through print and broadcast media, the process of administering higher education that is seen directly, as well as their interaction with others as well as macro marketing environment such as economic, cultural, social and etc.
Positive perceptions of parents, peers and teachers on educational services offered can be established through marketing communication activities and delivery of value offered by a college. The more positive the perceptions of parents, peers and teachers on education services will be the stronger the education services affect the beliefs, attitudes and behavior of parents,