Title: ANALYSIS OF THE INFLUENCE OF MARKETING MIX VARIABLES ON STUDENTS' DECISIONS IN CHOOSING PRIVATE UNIVERSITIES IN MALANG.

Authors: Gatot Isniani 

Item Type : Thesis (Thesis)

Affiliations: Master of Management Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

The quality of output produced by PTS cannot be separated from the quality of PTS itself. Differences in consumer views on PTS performance will cause differences in consumer decisions in choosing PTS. This study aims to determine the factors that are the marketing mix dimensions 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 that influence student decisions in choosing PTS, to determine the differences in student decisions between university students and college students. A trial on 35 students outside the research object to test the validity and reliability of the research instrument. Based on this test, 40 items were obtained from 42 items with a Spearman Brown formula reliability of 0.8280. The study was conducted at three universities and three economics colleges in Malang with 180 respondents determined by proportional random sampling. The analysis technique used factor analysis, multiple linear regression, and the difference of two means. Based on the results of factor analysis, 30 factors were obtained from 36 factors (six factors were removed from the model because they had a loading factor of less than 0.50) which were formed into 11 variables that had an eigenvalue of ≥ one, namely: product, price, aesthetics, location, people, physical evidence, alumni, promotion, student activities, personal traits, and process with a cumulative variance of 68.2%. Based on the results of multiple linear regression analysis using the stepwise F test method, it showed that product, aesthetics, location, people, physical evidence, and promotion simultaneously had a significant influence on students' decisions in choosing PTS, which was shown by Frasio 31.6239 with a probability of 0.0000 and a coefficient of determination (R²) of 0.5231 (52.31%). Based on the t test, it showed that product, aesthetics, location, people, physical evidence, and promotion had a significant influence on students' decisions in choosing PTS with ≥ 0.05. The product variable is the dominant variable that has a significant influence on students' decisions in choosing PTS with the largest r² value of 0.2150 (21.50%). Based on the analysis of the difference between the two averages, it shows that there is no significant difference between the decisions of university students and the decisions of economics college students, which is shown by t count 0.2369 < t table, 1.96 with α 0.05. Based on the findings of this study, PTS management should pay attention to the marketing mix that has been implemented and follow the development of the marketing mix that needs to be improved. The variables of product, aesthetics, location, people, physical evidence, and promotion are the potentials of the PTS as the object of research. All related policies need to be maintained consistently. In order to promote accredited rankings as an important indicator, product variables should be used appropriately and wisely.

Keywords: HIGHER EDUCATION; EDUCATION PLANNING

Sources: http://repository.unair.ac.id/34814/