ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISIWA 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 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 is 87 respondents using the slovin formula, by means
of proportional sampling technique, Data collection
techniques in this study are observation, questionnaires
and documentation. The data analysis method in this study
was carried out validity test, reliability test, multiple linear
regression analysis and hypothesis test
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%