摘要：This research aimed at examining and analyzing the influence of promotion, service quality, and permanent university characteristic on students‟ decision in selecting private universities in Palembang city, as well as examining and analyzing whether permanent characteristic mediated the influence of promotion on students‟ decision in selecting private universities in Palembang city. The research conducted was explanatory research. The data analysis technique used in this research was Structural Equation Modeling (SEM) using tools AMOS. The research results show that the university selection decision is proven to significantly influenced by promotion and service quality. Permanent university characteristic variable became the moderating variable which can increase the influence of promotion on university selection decision. Promotion variable significantly contributed to university selection decision, while service quality did not influence the University Selection Decision.
关键词：Promotion; service quality; university permanent characteristics; selection decision
