Analisis faktor-faktor yang memengaruhi preferensi pemilihan universitas pada siswa sma atau sederajat

Faulina, Fransiska (2023) Analisis faktor-faktor yang memengaruhi preferensi pemilihan universitas pada siswa sma atau sederajat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Beberapa universitas pasti pernah mengalami penurunan jumlah mahasiswa. Begitu pula dengan Universitas Pelita Harapan yang saat ini sedang mengalami penurunan jumlah mahasiswa. Oleh karena itu, perlu dilakukan penelitian mengenai faktor yang memengaruhi preferensi pemilihan universitas. Berdasarkan hasil kajian literatur, diketahui bahwa terdapat 10 faktor yang dapat menjadi pengaruh dalam pemilihan universitas, yaitu influence of others, individual factors, location, main facility, supporting facility, activity, reputation, educational offer, education cost, dan promotion. Maka dari itu, tujuan dari penelitian ini adalah untuk mengetahui faktor apa saja yang memengaruhi preferensi pemilihan universitas (student preference). Penelitian ini akan dilakukan dengan menggunakan metode kuanitatif melalui penyebaran kuesioner kepada siswa SMA/Sederajat di seluruh Indonesia. Teknik pengumpulan data dilakukan dengan simple random sampling dan pengolahannya dilakukan dengan menggunakan PLS-SEM. Dasar teori yang digunakan pada penelitian ini adalah mengenai proses keputusan pembelian konsumen, yang terdiri dari lima tahap, yaitu pengenalan kebutuhan, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian (Kotler dan Keller 2008). Dari 5 tahap yang ada, 4 tahap pertama digunakan sebagai indikator dari variabel dependennya, yaitu student preference. Hasil yang didapatkan adalah terkumpul data 844 responden yang berasal dari 190 sekolah SMA/Sederajat di Indonesia. Dari data tersebut diketahui bahwa education cost, educational offer, individual factors, main facility, promotion, dan reputation berpengaruh secara signifikan dan positif terhadap student preference. Sedangkan, variabel influence of ohers, location, supporting facility, dan activity tidak berpengaruh terhadap student preference. / Some universities must have experienced a decrease in the number of students. Likewise with Universitas Pelita Harapan, which is currently experiencing a decline in the number of students. Therefore, it is necessary to conduct research on the factors that influence university selection preferences. Based on the results of the literature review, it is known that there are 10 factors that can influence university selection, namely the influence of others, individual factors, location, main facility, supporting facility, activity, reputation, educational offer, education cost, and promotion. Therefore, the purpose of this research is to find out what factors influence university selection preferences (student preference). This research will be conducted using a quantitative method by distributing questionnaires to high school students throughout Indonesia. The data collection technique was simple random sampling, and the processing was carried out using PLS-SEM. The basic theory used in this study is regarding the consumer purchasing decision process, which consists of five stages, namely need recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior (Kotler and Keller 2008). Of the 5 existing stages, the first 4 stages are used as indicators of the dependent variable, namely student preference. The results obtained were based on data collected from 844 respondents from 190 high schools in Indonesia. From these data, it is known that education cost, educational offer, individual factors, main facility, promotion, and reputation have a significant and positive effect on student preference. Meanwhile, the influence of others, location, supporting facilities, and activity variables has no effect on student preference.

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