Journal of Asian Development
The Influence of Perceptions of Accreditation, Cost of Education, and Promotion on the Decision of Prospective Students to Pursue Postgraduate Studies at Universitas Harapan Medan
Abstract
Universitas Harapan Medan is a leading university in Medan with four faculties divided into fourteen study programs consisting of three vocational programs, ten undergraduate programs, and a postgraduate program.
This study aimed to empirically examine the influence of perceptions of accreditation, cost of education, and promotion on the decision of prospective students. It used a quantitative approach. The population and samples were 227 and 145 people respectively. The types of data used were primary and secondary data. The data collection techniques used were questionnaires, interviews, literature review, and document review. Tests carried out in this study were validity and reliability tests, classical assumption tests including normality test, multicollinearity test, and heteroscedasticity test, hypothesis tests including F test and t test, multiple linear regression analysis, and coefficient of determination (R2). The result of multiple linear regression was Y = 3.882 + 0.294 X1 + 0.027 X2 + 0.584 X3.
In this study, the result also indicated that 62.8% of the Decision of Prospective Students at Universitas Harapan Medan were influenced by Accreditation (X1), Cost of Education (X2), and Promotion (X3), while the remaining 37.2% were influenced by other factors not being examined.
Full Text:
PDFReferences
Anam, S., & Haque, M. (2015). Ranking of the Determinants Affecting Students’ Attitude of a Higher Education Institution: Application of AHP. International Journal of Human Resource Studies, 5(2), 1-9. http://dx.doi.org/10.5296/ijhrs.v5i2.6040
Badan Akreditasi Nasional Perguruan Tinggi. (2010). Buku V Pedoman Penilaian Instrumen Akreditasi. Jakarta: BAN-PT.
Badan Akreditasi Nasional Perguruan Tinggi. (2016). Direktori Hasil Akreditasi Program Studi. [Online] Available: https://banpt.or.id/direktori/prodi/pencarian_prodi (May 3, 2018).
Badan Pengembangan dan Pembinaan Bahasa. (2012-2018). Kamus Besar Bahasa Indonesia. [Online] Available: https://kbbi.web.id/akreditasi (May 3, 2018).
Gajić, J. (2012). Importance of Marketing Mix in Higher Education Institutions. Singidunum Journal, 9(1), 29-41. http://dx.doi.org/10.5937/sjas1201029G
Haron, H., Hamid, N. A. A., Jamaludin, J., & Azan, K. N. K. (2017). Students’ Decision Factors in Choosing Private Higher Education Institutions. International Journal of Academic Research in Business and Social Sciences, 7(11), 1372-1382. http://dx.doi.org/10.6007/IJARBSS/v7-i11/3576
Kamal, B., & dan Rahmadiane, G. D. (2017). Pengaruh Persepsi, Akreditasi Prodi, dan Promosi terhadap Keputusan Memilih Program Studi Akuntansi pada Politeknik Harapan Bersama. Jurnal Inspirasi Bisnis dan Manajemen, 1(2), 145-158. http://jurnal.unswagati.ac.id/index.php/jibm
Kotler, & Armstrong. (2008). Prinsip-Prinsip Pemasaran. Jilid 1. Edisi Kedua Belas. Jakarta: Penerbit Erlangga.
Kotler, P. (2003). International Edition Marketing Management. Eleventh Edition. Singapore: Prentice Hall.
Kristiani, N. (2016). Faktor-Faktor yang Mempengaruhi Keputusan Orang Tua Siswa Memilih SD Kasatriyan Surakarta. Jurnal Manajemen Maranatha, 16(1), 91-118. https://www.neliti.com/id/publications/115673/faktor-faktor-yang-mempengaruhi-keputusan-orang-tua-siswa-memilih-sd-kasatriyan
Kuncoro, M. (2009). Metode Riset untuk Bisnis dan Ekonomi. Edisi Ketiga. Jakarta: Penerbit Erlangga.
Kurniawati, D. (2013). Pengaruh Strategi Bauran Pemasaran terhadap Keputusan Mahasiswa Memilih Universitas Katolik Widya Mandala Madiun. Jurnal Ilmiah Widya Warta, 37(01), 65-80. http://portal.widyamandala.ac.id/jurnal/index.php/warta/article/view/137
Kusumawati, A. (2013). A Qualitative Study of the Factors Influencing Students’ Choice: The Case of Public University in Indonesia. Textroad Publication: Journal of Basic and Applied Scientific Research, 3(1), 314-327. https://pdfs.semanticscholar.org/9265/b6d6fc127de2961e5e8bfb475dc8b7c13b43.pdf
Lovelock, C., Wirtz, J., & Keh, H. T. (2002). Services Marketing in Asia: Managing People, Technology, and Strategy. 4th Edition. Singapore: Prentice Hall.
Moleong, L. J. (2002). Metodologi Penelitian Kualitatif. Bandung: Remaja Rosdakarya.
Mulyati, Y., Mailinarti, dan Masruri. (2016). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Mahasiswa dalam Memilih Perguruan Tinggi Swasta di Kota Padang. Jurnal Ekonomi dan Bisnis Dharma Andalas, 18(1), 201-228. http://ojs.unidha.ac.id/index.php/edb_dharmaandalas/article/view/22
Nitisusastro, M. (2013). Perilaku Konsumen dalam Perspektif Kewirausahaan. Bandung: Penerbit Alfabeta.
Nugroho, C. S. (2010). Analisis Pengaruh Pencitraan, Promosi, dan Kualitas Pelayanan terhadap Minat Kuliah di Diploma III Fakultas Ekonomi Universitas Diponegoro. Semarang: Universitas Diponegoro.
Pascasarjana. (2018). Petunjuk Penulisan Usulan Penelitian dan Tesis. Pascasarjana. Medan. Universitas Harapan Medan.
Purhantara, W. (2010). Metode Penelitian Kualitatif untuk Bisnis. Yogyakarta: Graha Ilmu.
Sia, J. K. M. (2011). Post-Secondary Students’ Behaviour in the College Choice Decision. IBIMA Publishing: Journal of Marketing Research and Case Studies, 2011(2011), 1-15. http://dx.doi.org/10.5171/2011.440964
Sugiono. (2010). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Penerbit Alfabeta.
Suliyanto (2009). Metode Riset Bisnis. Yogyakarta: Penerbit Andi.
Supranto, J. (2010). Statistik Teori dan Aplikasi. Jakarta: Penerbit UI Press.
Suryati, L., & dan Sudarso, A. (2016). Metodologi Penelitian (Petunjuk Praktis untuk Penyusunan Skripsi Ekonomi dan Tesis Magister Manajemen). Yogyakarta. Deepublish.
Wahyono, S. A., dan Susilawati. (2016). Pengaruh Bauran Promosi terhadap Kepercayaan dan Dampaknya terhadap Keputusan Mahasiswa Memilih Kuliah (Studi Kasus Politeknik LPKIA Kota Bandung). Jurnal Indonesia Membangun, 2(1). Diambil dari http://jurnal-inaba.hol.es/index.php/JIM/article/view/84
Wikipedia. (2018). Definisi Akreditasi. [Online] Available https://id.wikipedia.org/wiki/Akreditasi (May 3, 2018).
Wulandini, P., dan Saputra, R. (2017). Pengambilan Keputusan Mahasiswa dalam Memilih Perguruan Tinggi Swasta di Pekan Baru. Jurnal Sains Sosial dan Humaniora, 1(2): 93-103.
Zain, O. M., Jan, M. T., and Ibrahim, A.B. (2013). Factors Influencing Students' Decisions in Choosing Private Institutions of Higher Education in Malaysia: A Structural Equation Modelling Approach. Asian Academy of Management Journal, 18(1), 75–90. https://www.academia.edu/2479211/factors_influencing_students_decisions_in_choosing_private_institutions_of_higher_education_in_malaysia_a_structural_equation_modeling_approach
DOI: https://doi.org/10.5296/jad.v5i3.14991
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Journal of Asian Development
Journal of Asian Development ISSN 2377-9594 E-mail: jad@macrothink.org
Copyright © Macrothink Institute
To make sure that you can receive messages from us, please add the 'macrothink.org' domains to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', please check your 'spam' or 'junk' folder.