ANALYSIS OF THE EFFECT OF MARKETING MIX VARIABLES ON STUDENT DECISIONS IN SELECTING PRIVATE Universities in MALANG.
Amount: ANALYSIS OF THE EFFECT OF MARKETING MIX VARIABLES ON STUDENT DECISIONS IN SELECTING PRIVATE Universities in MALANG.
Authors: Gatot Isniani
Item Type: Thesis
Memberships: Master of Management Study Program, Faculty of Economics and Business Universitas Airlangga Surabaya, Indonesia
Publisher: Airlangga University
Abstract
The quality of the output produced by PTS cannot be separated from the quality of the PTS itself. Differences in consumer views on the performance of PTS will cause differences in consumer decisions in choosing PTS. This study aims to determine the factors which are the dimensions of the marketing mix that are considered by students in choosing PTS, to determine the marketing mix variables that influence student decisions in choosing PTS, to determine the dominant marketing mix variables influencing student decisions in choosing PTS, to knowing the difference in student decisions between college students in the form of universities and high school students. Trial on 35 students outside the object of research to test the validity and reliability of research instruments. Based on this test, 40 out of 42 items were obtained with the reliability of the Spearman Brown formula 0,8280. The research was conducted at three universities and three high schools of economics in Malang with 180 respondents determined by proportional random sampling. The analysis technique uses factor analysis, multiple linear regression, and the difference between two means. Based on the results of factor analysis obtained 30 factors from 36 factors (six factors were excluded from the model because they have a loading factor of less than 0,50) which are formed into 11 variables that have an eigenvalue of ≥ one, namely: product, price, aesthetics, location, people (people), physical evidence, alumni, promotions, student activities, personal traits, and processes with a cumulative variance of 68,2%. Based on the results of multiple linear regression analysis using the stepwise method, the F test shows that product, aesthetics, location, people, physical evidence, and promotion simultaneously have a significant influence on student decisions in choosing PTS, as indicated by Frasio 31,6239 with probability 0,0000. .2 coefficient of determination (R²) of 0,5231 (52,31%). Based on the t test, it shows that product, aesthetics, location, people (people), physical evidence, and promotion have a significant influence on student decisions in choosing PTS with α 0,05. The product variable is the dominant variable that has a significant influence on student decisions in choosing PTS with the largest r² value of 2 (0,2150%). Based on the analysis of the difference between the two averages, there is no significant difference between the decisions of university students and the decisions of high school students of economics, which is indicated by tcount 0,2369 < ttable, 1,96 with α 0,05. Based on the findings of this study, PTS managers should pay attention to the marketing mix that has been implemented and follow the development of the marketing mix that needs to be improved.
Keywords: HIGHER EDUCATION; EDUCATION PLANNING
sources: http://repository.unair.ac.id/34814/
