Measuring Customer Perception of Higher Education Brochure Quality: Developing and Validating a Scale

Abstract

The higher education in Indonesia is divided into two groups, which are Public Universities and Private Universities. The Public Universities are managed by the Research, Technology, and Higher Education Minister of Republic Indonesia, while the Private Universities are the ones that are managed by foundations or non-governmental organizations. All of the Private Universities in Indonesia are coordinated by an agency called Koordinator Perguruan Tinggi Swasta (Kopertis). http://sevima.com/beberapa-jalur-penerimaan-mahasiswa-barudi-ptn-dan-pts/. The primary purpose of this research is to identify customer perception of higher education brochure quality and develop a multidimensional scale for measuring the concept accordingly. The development and validation of this scale follow a rigid procedure. The sample of this research uses a non probability sampling for 115 students and parents in Surabaya. The result of the research shows that higher education brochure quality have four dimensions, which are unity design (0.851), complexity design (0.966), intensity design (0.875), and novelty design (0,925).The valid indicators in this research are 21 from 23. The current research illuminates the procedure for developing a complete scale for future higher education research