FAKTOR-FAKTOR PEMILIHAN PERGURUAN TINGGI OLEH CALON MAHASISWA STMIK AMIKOM SURAKARTA

Abstract

ABSTRACTThis research aims to detect the impact simultaneously and independently of the 7P marketing mix variables on prospective students' decisions in choosing STMIK AMIKOM Surakarta as a place to study, as well as what variables have the most significant impact. The explanatory research method with a quantitative approach is used. The sample is active students in the 2nd semester of the 2022/2023. Cronbach's Alpha 0.878 means the questionnaire is reliable. A positive impact is found simultaneously on the product, price, promotion, place, people, process, and physical evidence on the decision of prospective students to choose STMIK AMIKOM Surakarta as a place to study. Independently, price, promotion, people, and process positively impact prospective students' decision to choose. The place has a negative impact on choosing decisions. Product and physical evidence do not have an independent impact on choosing decisions. Promotion is the variable that has the most significant impact on choosing decisions. This means promotions influence most prospective students who register as new students at STMIK AMIKOM Surakarta. R2 is 0.583, meaning that 58.3% of prospective students' decisions to choose STMIK AMIKOM Surakarta as a place to study is determined by product, price, promotion, place, people, process, and physical evidence.ABSTRAKRiset ini bertujuan mendeteksi imbas secara serentak maupun mandiri variabel-variabel bauran pemasaran 7P terhadap keputusan calon mahasiswa dalam memilih STMIK AMIKOM Surakarta sebagai tempat kuliah, serta variabel apa yang paling signifikan berimbas terhadap keputusan calon mahasiswa. Digunakan metode explanatory research dengan pendekatan kuantitatif. Sample adalah mahasiswa/i aktif semester 2 tahun akademik 2022/2023. Cronbach’s Alpha 0.878 berarti kuesioner andal. Ditemukan imbas positif secara serentak variabel-variabel bebas bauran pemasaran product, price, promotion, place, people, process, serta physical evidence terhadap variabel terikat keputusan calon mahasiswa memilih STMIK AMIKOM Surakarta sebagai tempat kuliah. Secara mandiri masing-masing variabel bebas bebas price, promotion, people, serta process berimbas positif terhadap variabel terikat keputusan calon mahasiswa memilih STMIK AMIKOM Surakarta sebagai tempat kuliah. Sementara itu variabel bebas place memiliki imbas negatif terhadap variabel terikat keputusan memilih. Sedangkan variabel-variabel bebas product dan physical evidence tidak berimbas secara mandiri terhadap variabel terikat keputusan memilih. Promotion merupakan variabel yang paling signifikan berimbas terhadap keputusan memilih. Berarti sebagian besar calon mahasiswa yang mendaftar sebagai mahasiswa baru STMIK AMIKOM Surakarta terpengaruh promosi yang dilakukan pihak kampus. R2 sebesar 0.583, berarti 58.3% keputusan calon mahasiswa memilih STMIK AMIKOM Surakarta sebagai tempat kuliah ditentukan oleh product, price, promotion, place, people, process serta physical evidence.