PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH KULIAH PADA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS NUSA CENDANA KUPANG NUSA TENGGARA TIMUR

Abstract

University has become the top level of education in formal education organization unit, hence for the society that has finished their education at senior high level and on the equal level, one of their purposes after graduation is to continue their study to the university, either to the private university or to the state univeristy. The first private university in East Nusa Tenggara Province is Nusa Cendana University that has 11 (eleven) Faculties, has always been become one of people’s choice to continue their study. Faculty of Economics and Business of Nusa Cendana University was established in 2013, and people from East Nusa Tenggara or other provinces are highly interested in it even though it is a new faculty. This can be proved by the number of students that constantly increases every year. This research was conducted to find out whether there is effect of Marketing Mix with the variable Promotion, Product, Person, Cost, and Location towards decision to choose to study at the Faculty of Economics and Business of Nusa Cendana University. This research used decriptive-quantitative approach, technique of multiple regression linear analysis, and the hypothesis test was test F (simultaneous) and test T (partial). Tecnique of collecting data was conducted by spreading 95 questionairres to the students of Faculty of Economics and Business of Nusa Cendana University. The result was Promotion, Product, and Location significantly affected towards decision to choose to study whereas Cost and Person did not have the effect significantly. Simultaneously, Promotion, Product, Person, Cost, and Location have the effect towards the decision to choose to study at the Faculty of Economics and Business of Nusa Cendana University.
Keywords : Marekting Mix, Promotion, Product, Cost, Person, Location, and Decision Making to Study