PENGARUH MARKETING MIX TERHADAP KEPUTUSAN MAHASISWA MEMILIH PROGRAM STUDI (Studi Kasus Mahasiswa Ilmu Administrasi Bisnis UPN “Veteran” Jatim)

BIMA , NUR MUCHAMMAD (2013) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN MAHASISWA MEMILIH PROGRAM STUDI (Studi Kasus Mahasiswa Ilmu Administrasi Bisnis UPN “Veteran” Jatim). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.

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Abstract

This study aims to identify and analyze factors - any factors contained in the variable product , variable price , place and promotion variable variables simultaneously and partially on the student 's decision in choosing a course of study Business Administration . To determine whether or not the marketing mix , especially the university 's Department of Business Administration , this study used purposive sampling technique is a new student majoring in Business Administration as many as 109 students of the class of 2013. The analytical method used in this research that uses multiple linear regression analysis . From the analysis of the test results obtained , simultaneously ( Test F )variable product , price , place , and promotion significantly influence the student's decision in choosing science courses business administration FISIP - UPN " Veteran" Java . While testing pasial analysis ( T test ) there are some test results were not significantly influence a student 's decision in choosing science courses business administration FISIP - UPN " Veteran " Java is variable and variable promotion of products that do not significantly influence the student's decision in choosing the program Faculty of Social science studies business administration - UPN " Veteran " Java . At this stage of the search information about a product , a consumer will try to obtain the information they need in a variety of sources. Because for an organization or company is crucial primary marketing strategy marketing mix (marketing mix) , addressed to the consumer that the information is able to attract the attention and interest so that they can influence the consumer 's decision to make decisions and to consume the products offered to them. Keywords : Decision Students In Selecting Program

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