Novateur Publication, India Case Method and Team Based Project Learning novateurpublication.com 88 Implications of the Promotional Mix in the Decision to Choose University Dwi Wahyuni, Elfis Mus Abdul, Deby Rita Karundeng, Ayub Usman Rasid, Anggita Permata Yakup Fakultas Ekonomi, Universitas Gorontalo deby.rk21@gmail.com Introduction Marketing activities are always present in every profit-oriented company or institution, be it a company that offers products in the form of goods or services. One of the companies or institutions in Indonesia that is engaged in the business of providing services, namely educational institutions, in this case are universities, both State Universities (PTN) and Private Universities (PTS). In carrying out its goals as an educational institution, universities must be able to compete to meet these goals. One way that can be applied to fulfill all of that is by promotion. Promotions that must be carried out by public and private universities must be able to provide information and influence prospective students so that they are interested in the university. Competition that arises indirectly requires every university to promote to many places so that it can reach many prospective students. Promotions are usually carried out in SMA/SMK/equivalent in cities in Indonesia. In connection with promotional activities carried out in many cities, it is necessary to determine a promotional strategy that can influence so that it is not misdirected. Determining the promotion strategy cannot be done arbitrarily because the wrong decision or lack of it will have a negative impact on the results of the promotion. In the promotion there are 5 elements that need to be considered. This element is often known as the promotional mix. Kotler (2012), states that the promotional mix is a special blend of advertising, personal selling, sales promotion, public relations and direct marketing that companies use to achieve their advertising and marketing goals. The determination must be made by considering the important things that are the determining factors in decision making. Based on the thoughts described above, the formulation of the problem is: Do advertising, relationships, personal selling, and direct marketing which are part of the marketing mix affect the student's decision to choose a university. Discussion Kotler (2012) marketing management is the analysis, implementation and supervision of programs aimed at conducting exchanges with the target market with a view to achieving organizational goals. It relies heavily on the organization's offerings in attracting market needs and wants. This definition recognizes that marketing management is a process that involves the analysis, planning, implementation, and control of goods, services and ideas that depend on exchange with the aim of generating satisfaction for the parties involved. Marketing management can be applied to all fields of education. In management there are functions of analysis, planning, implementation or implementation as well as supervision. The planning stage is the stage that determines the continuity and success of a marketing organization. The planning process is a process that always looks forward or in the future, including the development of programs, policies and procedures to achieve marketing objectives. Marketing is an important factor to achieve success for the company will Agree there are ways and philosophies involved in it. This new way and philosophy is called the marketing concept. According to Simamora (2007) the promotion mix is the choice of instruments used to market a product or service. The elements of the promotion mix include advertising, personal selling, sales promotion, and public relations. Kotler (2012) The promotional mix is a special blend of advertising, personal selling, sales promotion, public relations and direct marketing that a company uses to achieve its advertising and marketing objectives. . Based on some of the theories above, it can be concluded that the promotion mix is an effort made by the company for its marketing purposes including advertising, personal selling, sales promotion, public relations and direct marketing. According to Lupiyoadi (2016: 120) Promotion is one of the variables in the marketing mix that is very important to be implemented by companies in marketing service products. Promotional activities not only function as a communication tool between companies and consumers, but also as a tool to influence consumers in purchasing activities or using services according to their wishes and needs. according to Kerin, et.al (2013:434) Advertising is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. The nonpersonal component of advertising is also important. Advertising involves mass media (such as TV, radio, and magazines), which are nonpersonal and do not have an immediate feedback loop as does personal selling. According to Rambat Lupiyoadi (2016: 120) Promotion is one of the variables in the marketing mix that is very important to be implemented by companies in marketing service products. Promotional activities not only function as a communication tool between companies and consumers,