STUDI TENTANG FAKTOR DOMINAN DALAM PEMILIHAN PERGURUAN TINGGI SWASTA

  • Ragil Pardiyono Universitas Jenderal Achmad Yani
    (ID)
  • Hermita Dyah Puspita Universitas Jenderal Achmad Yani
    (ID)

Abstract

Abstract: Study on Dominant Factors in the Selection of Private Universities

This research began with the phenomenon of the closure of universities by the Ministry of Research, Technology and Higher Education in 2019, the cause of which was the lack of students. This is in contrast to the abundance and surplus of high school and vocational high school graduates. Based on research in several countries regarding the dominant factors that cause prospective students to choose certain private universities, this study also does the same thing in Indonesia, namely regarding the important factors that are the reasons students choose a college. The data collection tool uses a questionnaire derived from the marketing mix model. Respondents are active students in several universities in Greater Bandung. Data processing with factor analysis using SPSS 22 Software. The results of this study concluded that the dominant factors that are considered by prospective students to choose private universities, they are: (1) Marketing factors; (2) Learning place factors (classrooms, etc.); (3) Study program factors attractive and graduated on time; (4) Campus location factors; (5) Tuition fee factors; and (6) Lecturer ability factor. The results of this study can be used as a reference by prospective students in choosing a private university and for private universities it can be used as a reference in order to recruit new students.

 

Abstrak: Studi tentang Faktor Dominan dalam Pemilihan Perguruan Tinggi Swasta

Penelitian ini berawal dari fenomena penutupan perguruan tinggi oleh Kemenristekdikti pada 2019 yang penyebabnya adalah kurangnya jumlah mahasiswa. Hal tersebut bertolak belakang dengan jumlah lulusan SMA dan SMK yang sangat berlimpah dan surplus. Berdasarkan penelitian di beberapa negara mengenai faktor dominan yang menjadi alasan calon mahasiswa memilih perguruan tinggi swasta tertentu, maka penelitian ini juga melakukan hal serupa di Indonesia yaitu penelitian mengenai faktor-faktor penting yang menjadi alasan siswa memilih suatu perguruan tinggi. Alat pengumpulan data menggunakan kuesioner yang diturunkan dari model bauran pemasaran. Responden adalah mahasiswa aktif di beberapa perguruan tinggi di Bandung Raya. Pengolahan data dengan analisis faktor menggunakan software SPSS 22. Hasil penelitian ini diperoleh kesimpulan bahwa faktor dominan yang menjadi pertimbangan calon mahasiswa memilih perguruan tinggi swasta, yaitu: (1) Faktor pemasaran; (2) Faktor tempat belajar (ruang kelas dll); (3) Faktor prodi yang menarik dan lulus tepat waktu; (4) Faktor lokasi kampus, (5) Faktor biaya kuliah, dan (6) Faktor kemampuan dosen. Hasil penelitian ini bisa dijadikan referensi oleh calon mahasiswa dalam memilih perguruan tinggi swasta, dan bagi perguruan tinggi swasta bisa dijadikan acuan dalam rangka menjaring mahasiswa baru.

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Author Biography

Ragil Pardiyono, Universitas Jenderal Achmad Yani
Teknik dan manajemen industri

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Published
2021-12-08
Section
Vol 5 No 2
Abstract viewed = 83 times