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ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA DALAM MEMILIH PERGURUAN TINGGI SWASTA DI KOTA PADANG

YOFINA MULYATI
Abstract
A large number of Colleges in Padang, caused competition between Colleges is getting tighter. Colleges in Padang trying to compete with the interests of students educated at one of the private College. Colleges need to know information about the needs and desires of students Colleges in Padang. That information can be used as the foundation of decision-making quality by Colleges in the capture market share. This study aims to determine the factors that influence students in choosing a private college in Padang. The study involved a sample of 180 students from 10 private college in Padang using random sampling techniques. The analytical method used is multiple regression analysis. The results showed that the variables of the marketing mix consisting of product, price, place, promotion, people, physical evidence has simultaneously positive and significant impact on the decision of choosing private college students in Padang. While partially only variable product, people, process and physical are positive and significantly impact on the student's decision choosing private university in Padang, while the price factor, place and promotion does not affect the decision of choosing private college students in Padang. It can be seen from the value of the coefficient of determination on the value of R square (R²) of 0.298 or 29.8% means the percentage contribution of the marketing mix to the student's decision amounted to 29.8%, while 71.2% are influenced by other factors that are not observed in this study. Variable Characteristics of consumers consisting of cultural factors, social factors, personal factors and psychological factors either jointly or partially has significant effect on the decision of students choose private college in Padang. It can be seen from the value of the coefficient of determination on the value of R square (R²) of 0.183 or 18.3% means the percentage contribution of consumer characteristics on student's decision amounted to 18.3%, while 81.7% are influenced by other factors that are not observed in this study . Marketing mix variables and consumer characteristics together significantly influence the decision of choosing private college in Padang. While partially only marketing mix while the factors that influence consumer characteristics do not affect the decision of choosing private college in Padang. It can be seen from the value of the coefficient of determination on the value of R square (R²) of 0.145 or 14.5% means the percentage contribution of the marketing mix and consumer characteristics on student's decision amounted to 14.5%, while 85% are influenced by other factors that are not observed in the study this.
Keyword
Marketing Mix, Consumer Characteristics, Decisions, Private College