INTERNAL AND EXTERNAL FACTORS AFFECTING PROSPECTIVE STUDENTS’ DECISION TO CHOOSE THE PRIVATE COLLEGE IN SURABAYA (CASE STUDY OF NEW STUDENTS OF STIE MAHARDHIKA SURABAYA)

NOOR, ASMIRIN (2015) INTERNAL AND EXTERNAL FACTORS AFFECTING PROSPECTIVE STUDENTS’ DECISION TO CHOOSE THE PRIVATE COLLEGE IN SURABAYA (CASE STUDY OF NEW STUDENTS OF STIE MAHARDHIKA SURABAYA). ICOEN 2. pp. 1-5. ISSN 2356-3206

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Abstract

This study aims to determine the effect of each independent variables both internal and external factors on the decision to choose STIE Mahardhika Surabaya. The approach used in this research is quantitative research using validity and reliability test, regression analysis, t-test and F test. The research proves that the product, promotion, influence of family, culture and reference group significantly influence buying decisions. Meanwhile, price, place, and social class had no significant effect. The dominant influence is from Product and the negative influence is from promotion factors. Both internal and external factors are influencing the choosing decision of college in Surabaya.

Item Type: Article
Uncontrolled Keywords: marketing mix, Family Influence, Social Class, Culture, Group Reference, choosing decision
Subjects: Manajemen
Depositing User: Unnamed user with email lib.stiemahardhika@gmail.com
Date Deposited: 16 Apr 2022 09:13
Last Modified: 16 Apr 2022 09:13
URI: http://repository.stiemahardhika.ac.id/id/eprint/2752

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