| The development of higher education services industry is currently growing at a rapid pace. Growth is indicated by the increasing number of higher education that provides educational services and a wide range of quality education to attract students, it requires institutions universities to improve their quality. The quality of higher education quality is a factor to be considered for prospective students to determine the higher education institution but in an effort to service delivery, the manager of higher education still have not seen from the side of the marketing mix (physical evidence, people, process, place, price, promotion, product) that services marketing mix is a combination of several elements of the marketing mix to gain a larger market share, strong competitive position and positive image of students so that they can be interpreted that the purpose of marketing is to increase the number of customers that student. The problem is going to look for the answer in this study were 1) Is the marketing mix variables significantly influence consumer decisions that students in choosing higher education, 2) How does the influence of each variable on student satisfaction 7P higher education institutions. In connection with this problem, the proposed hypothesis is as follows, namely: the positive influence of marketing mix with high-quality educational services. This research was conducted on students of the Faculty of Engineering Department of Industrial Engineering at six universities in Jakarta.Sampel taken in this research are 623 respondents. In accordance with the above problems and hypotheses, this study carried out by using SEM procedures and assistance LISREL software. Based on analysis of data that has been done can be drawn the conclusion that elements of product, prices are positively influenced by the quality of higher education services, with the percentage effect of 6%. While the perception mahsiswa against fifth hypothesis suggests that the quality of higher education services is not affected of the five variables (Physical Evidence, People, Process, Place, Promotion). The advice can be given to higher education institutions are able and capable of maintaining the marketing mix that had been promoted and to enhance the marketing mix 7P on condition that the higher the competition, especially for the variables that had significant influence. |