Pengaruh Product, Price, Place, Promotion, dan Proccess terhadap Mahasiswa dalam Menentukan Pilihan Prodi Manajemen di FEB UNIBI
DOI:
https://doi.org/10.37278/eprofit.v6i1.823Keywords:
Product, Price, Place, Promotion, Process, Keputusan MemilihAbstract
Penelitian ini mengidentifikasi pengaruh serta mengukur pengaruh marketing mix pada keputusan mahasiswa untuk memilih prodi manajemen. Pemilihan sampel melalui random sampling sejumlah 76 responden menggunakan analisis regresi linier berganda. Secara parsial, Product, Price, Place, dan Promotion tidak ada pengaruhnya kepada putusan mahasiswa dalam menentukan pilihan prodi manajemen, terlihat dari angka thitung lebih kecil dari ttabel. Proccess memiliki pengaruh positif pada putusan mahasiswa dalam memilih prodi manajemen, terlihat dari angka thitung lebih besar dari ttabel. Secara simultan, Product, Price, Place, Promotion, & Proccess, secara bersamaan memiliki pengaruh positif pada keputusan mahasiswa dalam menentukan pilihan prodi manajemen, terlihat dari angka fhitung lebih besar dari ftabel. Nilai Adjusted R2 didapatkan sebesar 0,184 atau 18,4% menunjukkan komponen marketing mix berpengaruh kepada komponen putusan mahasiswa dalam memilih prodi manajemen senilai 18,4%, sementara selebihnya 81,6% hal lain yang belum diteliti.
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