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Ina Sholihah Widiati, Ina Sholihah
STMIK Amikom Surakarta
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Journal : Among Makarti

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FAKTOR-FAKTOR PEMILIHAN PERGURUAN TINGGI OLEH CALON MAHASISWA STMIK AMIKOM SURAKARTA Lashwaty, Nina Dewi; Juniadi, Muhammad Nur; Widiati, Ina Sholihah
Among Makarti Vol 16, No 2 (2023): AMONG MAKARTI
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v16i2.544

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.
Co-Authors Abdul Aziz, Riyan Adristiawan, Ranu Arva Afnan Rosyidi Afnan Rosyidi Agni Nabilah, Az-Zahra Nur Ahmad Samhan Nur Fadhli Ainurrohmah Azhahroh, Arriffah Akbar sholikhin Andrian Doni Saputra Annisa Retno Palupi Asrori Maarif, Ahmad Khozin Astuti, Rindi Azis, Riyan Abdul Aziz, Riyan Abdul Bahariyani, Mareza Bayu Prasetyo Brian Adi Bachtiar Budiono, Cahyo Setyono Collins Tan, Celvin Dafa C, Muhammad Daffa, Muhammad Dafi Al Azhar, Raden Dwi Septiana Sari Dwi Setyawan Ema Utami Emmanuel Sahna Nugraha Y.P Fajar R, Allak Falih Nawwaf Farel Atalla Muhammad Dafa Fathoni, Rahmat Amri Febrianta Surya Nugraha Fitria Nur Fatmawati Hadi, Widiyanto Hadis Turmudi Hadis Turmudi Haidar Fiki Rabani Henderi . Hussein, Muh. Fajar Ivantio Rizki Saputra Jati, Dian Taufiq Wijaya Juniadi, Muhammad Nur Kapti Kapti, Kapti Khaidir Umar Kurniawan, Dicky Kurniawan, Twojar Shahirul Lashwaty, Nina Dewi Lestyanto Ardi Ramadhan Lutfi Bimantoro Marzuki, Tri Moch Hari Purwidiantoro, Moch Hari Muhammad Agus Saputra Muhammad Dima Alfarizi Muhammad Ridho Muhammad Setiyawan Muhammad Setiyawan Muhammad Sulthon Abdillah Muhammad Zacky Abdullah Nadhif, Ahmad Khainur Nadia Putri Nanda Putra Pamungkas Nawwaf, Falih Niko Wijanarko Nina Dewi Lashwaty Nina Dewi Lashwaty Nugroho, Lucky Setyo Nurhidayanto Nurhidayanto Nurwijayanti Octa Novalinda Octa Selsa Is Anggraini Oni Dawistri, Ivana Theophilia Paska Dani A Pradifta, Dhillen Brahmantya Purwidiantoro, Moch. Hari Putri Buana Della Puspita Qolbi, Viky Fithrotul Raharja, Satria Tabah Refraugati, Irwandi Ridwan Hidayatullah Rindi Astuti Ririn Rahmawati Rizka Ajeng Kartini Salsabila Ayu Lestari Saputra, Muhammad Agus Saputro, Indrawan Saputro, Indrawan Ady Saputro, Nurcahyo Satria Perdana Putra Prabowo Septian Angga Maulana Shodik Permana Siti Rihastuti Siti Rihastuti Sri Waluyo Sri Widiyanti Sri Widiyanti Sugiarto, Lilik Tinuk Agustin Tinuk Agustin Tinuk Agustin Trianggulo Pundi P Vebyana Kusumawardani Viky Fithrotul Qolbi Wahyu Nurjali Wicaksono, Hadi Widiyanti, Sri Widiyanto, Christian Daud Yeni Widiyawati