Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Kuliah Di Perguruan Tinggi Swasta
DOI:
https://doi.org/10.31949/entrepreneur.v4i1.3682Abstract
The community's decision in choosing a university is an activity that requires a lot of
consideration. Basically, the decision to choose a university is always related to the marketing
process by the party offering the service. This is in line with the opinion of Mulyawan and
Sidharta (2013) in Shaleh et al., (2018) which states that service marketing plays an
important role in meeting consumer needs, including the need for input in choosing
universities. The purpose of the study was to determine the contribution of motivation,
attitudes, personality (internal factors), reference groups, family, college image, and
promotion via social media (external factors) to the decision to study in private universities.
The data analysis technique used Structural Equation Modeling (SEM) with the help of AMOS
21 software. The population in this study was Majalengka University students with a sample
of 198 people, and the sampling technique used was proportionate random sampling. The
results of the research show that partially motivation, personality, family support, college
image, and promotion via social media have a significant contribution to the decision to study
in private universities. Meanwhile attitudes and reference groups did not significantly
contribute to the decision to study in private universities. The two most dominant factors in
contributing to college decisions are family support and college image.
Keywords:
Internal Factors; External Factors; and Lecture Decisions.Downloads
References
Amelia, R. (2017). Pengaruh kepribadian, gaya hidup, dan konsep diri terhadap keputusan pembelian online di Kota Makasar. Skripsi UIN Alauiddin Makasar, 2017.
Anggraeni, L. D., & Ferdinand, A. T. (2017). Analisis faktor-faktor yang mempengaruhi keputusan pembelian: Studi pada premium member UNDIP career center. Diponegoro Journal of Management, 6(3), 1-15.
Engel, Blackwell, & Miniard. (2012). Perilaku Konsumen. Tangerang: Binarupa Aksara.
Fakhri, M., Gilang, A., & Ratnau, N. (2017). Analisis faktor pembentuk keputusan pemilihan perguruan tinggi swasta Universitas Telkom (Studi pada mahasiswa prodi administrasi bisnis fakultas komunikasi dan bisnis Universitas Telkom Angkatan 2016). Jurnal Ekonomi, Bisnis & Entrepreneurship, 11(1), 1-12.
Ferdinand, A. (2002). Structural Equation Modelling dalam Penelitian Manajemen. Badan Penerbit Universitas Diponegoro, Semarang.
Gunelius, S. (2011). 30 Minute Social Media Marketing. United States: McGraw Hil.
Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010) Multivariate Data Analysis. 7th edn. New York: Pearson.
Kartika WB, S., & Sidig, R. (2018). Pengaruh kelompok referensi terhadap keputusan pembelian Kawasaki ninja 250 CC. Jurnal Digset Marketing, 3(1), 31-36.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Edisi 15 Global Edition. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15th Edition, Pearson Education,Inc.
Mulyati, Y., Mailinarti, & Masruri. (2016). Analisis faktor-faktor yang memengaruhi keputusan mahasiswa dalam memilih perguruan tinggi swasta di Kota Padang. Jurnal Ekonomi & Bisnis Dharma Andalas, 18(1), 201-228.
Mulyatini, S., Suharyati., & Handayani, T. (2015). Faktor-faktor yang berpengaruh terhadap keputusan memilih program studi. Fakultas Ekonomi UPN “Veteran” Jakarta.
Mulyawan, A. & Sidharta, I. (2013). Analisis Deskriptif Pemasaran Jasa di STMIK Mardira Indonesia Bandung. Jurnal Computech dan Bisnis, 7(1), 42- 55.
Rusdiana, A., Suroso, A., & Lusi, S. (2020). The effect e-WOM source credibility on purchase intention with consumer involvement as moderating variable. International Conference on Rural Development and Enterpreneurship 2019 : Enhancing Small Busniness and Rural Development Toward Industrial Revolution 4.0, 5(1), 848-861.
Seehanate, K. (2017). The marketing factors affecting student’s decision of choosing higher education institution in South-Northeastern Region. Review of Integrative Business & Economics Research, 6, 275-283.
Setiadi, N. J. (2013). Prilaku Konsumen (Edisi Revisi). Kencana.
Sitanggang, F. A., Puti, D. E., & Sitanggang, P. A., (2021). Analisis faktor-faktor yang mempengaruhi keputusan mahasiswa dalam memilih program studi manajemen jenjang Strata-1 pada perguruan tinggi swasta dan perguruan tinggi negeri di Kota Jambi. Ekonomis: Journal of Economics and Business, (5)1, 117-131.
Suhardi, Y., & Pragiwani, M. (2017). Analisis faktor-faktor yang mempengaruhi keputusan mahasiswa memilih kuliah di Sekolah Tinggi Ilmu Ekonomi Indonesia (STIE) Jakarta. Jurnal STIE Ekonomi, 26(02), 230-245.
Sumarwan, U. (2011). Perilaku Konsumen. Edisi Kedua. Bogor: Ghalia Indonesia.
Sugiyono. 2016. Statistika untuk Penelitian. Alfabeta. Bandung.
Uhai, S., Iswandari, R. K., Musdalifah, & Oktavianti, R. (2020). Faktor-faktor yang mempengaruhi mahasiswa/i memilih program studi pariwisata jurusan pariwisata di Politeknik Negeri Samarinda. Edutourism Journal of Tourism Research, 02(01), 1-10.
Wiyono, B. B., Rasyad, A., Bafadal, I., & Sultoni. (2017). Determinant factors of education marketing that encourage students’ interest in choosing university. International Journal of Applied Business and Economic Research. 15(15), 15-25.
Andayani, S. A., Umyati, S., Dinar, Tampubolon, G. M., Ismail, A. Y., Dani, U., ... & Turnip, A. (2022). Prediction model for agro-tourism development using adaptive neuro-fuzzy inference system method. Open Agriculture, 7(1), 644-655.
Magribi, R. M., Hernita, N., & Kusumadewi, R. N. (2023). Asset Structure, Dividend Policy, and Sales Growth Influence on Stock Prices. International Journal of Professional Business Review, 8(7), e02254-e02254.
Ginanjar, Y., Lestari, A. G., Mulyani, H. S., Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Identification of the Ability of External Auditors to Detect Audit Fraud. International Journal of Professional Business Review, 8(6), e02252-e02252.
Lestari, A. G., Riyadi, W., Rahmayani, M. W., Hernita, N., Mulyani, H. S., & Ginanjar, Y. (2022). Murabaha Financing in Sharia Commercial Banks Through Third Party Funds and Own Capital. ITALIENISCH, 12(1), 679-684.
Rahmayani, M. W., Hernita, N., & Riyadi, W. (2023). Company Size and Profitability Against Tax Avoidance in Coal Sector Mining Companies Listed on the IDX in 2018-2021. International Journal of Professional Business Review, 8(8), e03262-e03262.
Hernita, N., Rahmayani, M. W., Riyadi, W., & Hakim, A. (2023, April). The Role of Business Fields in Increasing West Java Economic Growth Post Covid-19. In Kilisuci International Conference on Economic & Business (Vol. 1, pp. 42-47).
Sulaksana, J., Susanto, H., & Umyati, S. (2023). Level Of Implementation Of Integrated Farming (A Case in P4S An-Nabawie Agrolestari Majasuka Village Palasah District Majalengka Regency). International Journal of Advanced Multidisciplinary, 2(2), 458-465.
Rizqi, M. F., Herdianto, W. P., & Nuruddin, A. (2022). The educational role of Majelis Ta'lim Al-Mubaroq in an effort to increase community worship in Cijati village, Majalengka Regency. International Journal of Educational Qualitative Quantitative Research (IJE-QQR), 1(1), 1-7.
Amin, M. A. S. (2022). The Effect of Political Communication on Community Participation in Village Development Planning. resmilitaris, 12(3), 3639-3653.
Mulyani, H. S., Prihartini, E., Afipah, A., & Ghassani, A. (2023, October). Taxes, Tunneling and Exchange Rate on Transfer Pricing Decisions. In Journal of International Conference Proceedings (Vol. 6, No. 3, pp. 316-325).
Fauzi, H., Juniarti, A. T., & Sudirman, I. (2023). Competency, Entrepreneurial Leadership, Commitment and Their Impact on Performance through Village Governance. Jurnal Manajemen Bisnis, 10(1), 66-76.
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 masduki ir
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
COPYRIGHT NOTICE
An author who publishes in the Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan agrees to the following terms:
1. Author retains the copyright and grants the journal the right of first publication of the work simultaneously licensed under the Creative Commons Attribution-ShareAlike 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal
2. The author is able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book) with the acknowledgment of its initial publication in this journal.
3. The author is permitted and encouraged to post his/her work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of the published work
