ANALISIS PENGARUH BAURAN PEMASARAN STATUS SOSIAL EKONOMI DAN MOTIVASI TERHADAP KEPUTUSAN MAHASISWA DALAM MEMILIH KULIAH (Studi Pada Lembaga Pendidikan dan Pengembangan Profesi Indonesia

Sis Rahardjo, Muhammad Riza Firdaus

Abstract


Education  is  an  important  factor  that  played  a  role  in  all  sectors.  Decisions students choose further education after high school, influenced by the marketing mix (program, price, promotion place, process, physical facilities, and people), socio-economic status and motivation.

The problem in this research is the extent to which the influence of the marketing mix, socioeconomic status and motivation of the student’s decision to study at the Institute of Education and Professional Development Indonesia (LP3I) Business College - Banjarmasin.

The approach in this research is descriptive and quantitative survey supported, are explanatory, where the variable measured with Likert scale.

Methods of data  collection with a list  of  questions to 121 respondents  in  the LP3I–Business College = Banjarmasin.

The  results  showed  that  there  is  a  positive  and  significant  effect  of  the marketing  mix  (product,  price,  promotion,  location,  process,  people  and physical appearance) to motivate students in choosing LP3I Business College Banjarmasin;  Marketing  mix  (product,  price,  promotion,  location,  process, people and physical appearance) positive and significant impact on student’s decision  in  choosing  LP3I  Business  College  Banjarmasin;  Socio-economic background  and  significant  positive  effect  on  student  motivation  in  choosing LP3I  Business  College  Banjarmasin;  Socio-economic  background  factors positive and significant impact on student’s decision in choosing LP3I Business College Banjarmasin and motivation factor positive and significant impact on student’s decision in choosing LP3I Business College Banjarmasin

Keywords : Mix Markating, socioeconomic status and motivation, the decision to choose.


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DOI: http://dx.doi.org/10.20527/jwm.v3i1.12

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Jurnal Wawasan Manajemen by Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat is licensed under a Creative Commons Attribution 4.0 International License. Based on a work at jwm.ulm.ac.id.