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Research Paper

Year: 2019 | Month: February | Volume: 6 | Issue: 2 | Pages: 33-45

Determinants of Students’ Decision to Choose the Faculty of Economics and Business Harapan University, Medan

Tri Nova Ananda1, Endang Sulistya Rini2, Beby Karina Fawzee Sembiring2

1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at University of North Sumatera, Indonesia

Corresponding Author: Tri Nova Ananda


Education is a factor that plays a role in all sectors. The decision to vote by the student is influenced by the marketing mix strategy of the service which consists of: product, price, people, location, process, physical evidence. The problem in this research is to know how far marketing service mix strategy that consist of: product, price, people, location, process, physical evidence to decision of student choosing and how far influence of reference group to decision of student choose. The purpose of this study was to determine whether the marketing mix of services and reference groups had an effect on the decision of the students to have the choice.The approach in this study is quantitatively supported by the survey, explanatory explaining the causal relationship between the variables affecting the hypothesis and measured by Likert scale Data collection methods using questionnaires with the number of respondents as many as 100 students of the Faculty of Economics and Business. Analysis method used in this research is Descriptive Statistic Data Analysis and Multiple Linear Regression Analysis. The result of this research shows that product, price, people, process, physical evidence have positive and significant influence to student decision in choosing, but location, process and reference group have positive and insignificant effect to student decision. The conclusion of this research is marketing service mix strategy which consists of product, price, person, process, location, physical evidence, and reference group influence to student decision to choose Faculty of Economics and Business Harapan University Medan.

Key words: Service Marketing Mix and Decision Making

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