ANALISIS FAKTOR- FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA MEMILIH PROGRAM STUDI DI PERGURUAN TINGGI DALAM PERSPEKTIF EKONOMI ISLAM

Abstract

Consumer decision marketing can be defined as a
process by which consumers assess various choices and
choose one or more alternatives that are needed for
consideration. This is backgrounded by different student
factors in choosing a study program. Students will
certainly choose a certain study program with the hope that
the chosen study program will be able to support the
educational process in the future and get a good job.
Universities must be able to know what are the factors that
influence students to choose a study program. The
formulation of the problem in this study is What factors
influence the decision of students to choose a study
program at the Faculty of Economics and Islamic Business,
UNISAN An Nur Lampung? How is the view of Islamic
Economics on the decision of students to choose a study
program at the Faculty of Economics and Islamic Business
UNISAN An Nur Lampung The method used in this study
is quantitative, this research is included in the type of field
research (field research), the nature of this research is
descriptive analysis, the data used in this study are primary
and secondary data, the population in this study is 691,
The sample taken in this study was 87 respondents using
the Slovin formula, by means of proportional sampling
techniques, data collection techniques in this study were
observation, questionnaires and documentation. Based on
the results of hypothesis test research, it partially shows
that social factors do not affect the decision of students to
choose a study program while psychological factors have
a positive and significant effect on the decision of students
to choose a study program, simultaneously showing that
together psychological factors and social factors have a
positive and significant effect on the decision of students
to choose a study program, coefficient of determination is
shown value Adjused R Square by 0.380 or 38%