ANALISIS PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN MEMILIH PROGRAM STUDI (Studi pada Jurusan Akuntansi dan Jurusan Administrasi Bisnis di Politeknik Negeri Banjarmasin)

Abstract

The decision to continue their study to university level is an ideal choice for senior high or vocational school graduates. University is an educational institution that is expected to create human resources who have added values and who are able to make scientifi c works and innovations in technology. The objective of this research is to analyze simultaneous, partial, and dominant infl uence of Marketing Mix for Service which consists of product, price, promotion, place, people, process, and physical evidence (7Ps) toward the decision to choose study major at the State Polytechnic of Banjarmasin (Accounting Program and Business Administration Program). This study is aimed to test different decisions in choosing one of the four majors offered. The population in this study is all 854 students of Accounting and Business Administration Programs of the State Polytechnic of Banjarmasin. The sampling technique used in this study is Proportionate Stratifi ed Random Sampling with total 100 samples taken. The hypothesis of the study is tested by using multiple linear regression analysis and one way analysis of variance (one way anova). uence, Marketing Mix for Service consisting of product, price, promotion, place, people, process, and physical evidence has a signifi cant infl uence toward the decision to choose major of study. The second fi nding is that in terms of partial infl uence, only variables of product, price, promotion, and place that have signifi cant infl uence while other variables (people, process, and physical evidence) do not have signifi cant infl uence toward the decision to choose major of study. The third fi nding is that variable of price has the most dominant infl uence toward the decision. The last fi nding of the research is there is no signifi cant average variance on choosing one of the majors of Accounting, ALKS, Business Administration, and Information Management Programs of the State Polytechnic of Banjarmasin. Keywords: Marketing Mix for Service, Decision to Choose Major, State Polytechnic of Banjarmasin.