ABSTRAK
Abdul Saidir Amir. 2019. Analisis Marketing Mix Terhadap Keputusan Mahasiswa Kuliah Pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya. Tesis, Program Studi Pendidikan Ekonomi, Program Pascasarjana Universitas Negeri Surabaya. Pembimbing: (I) Prof. Drs. Yoyok Soesatyo, S.H.,M.M.,Ph.D., dan (II) Dr. Hariyati, S.E., Ak., M.Si., C.A., C.M.A.
Kata-kata Kunci: Marketing mix, product,price, place, promotion, people, process, physical evidence, keputusan.
Penelitian ini bertujuan untuk menganalis pengaruh marketing mix yang meliputi variabel(1) product,(2) price,(3) place,(4) promotion,(5) people,(6) process, (7)physical evidence terhadapkeputusan mahasiswa kuliah pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya.
Penelitian yang berpendekatan kuantitatif ini,berobjek padamahasiswa Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya, menggunakan metode pengumpulan data penyampelan 184 responden, menggunakan metode kuisioner dan metode dokumentasi dengan merujuk pada buku ekonomi, buku pendidikan, jurnal nasional terakreditasi dan jurnal internasional bereputasi. Data hasil uji t diperoleh nilai signifikansi masing-masing variabelsebagai berikut : (1) product sebesar 0,006, (2) price sebesar 0,000, (3) place sebesar 0,079, (4) promotion 0,032, (5) people sebesar 0,009, (6) processsebesar 0,638,(7) physical evidencesebesar 0,053. Data hasil uji F diperoleh nilai probabilitas variabelproduct,price, place, promotion, people, process dan physical evidence sebesar 6,920 atau nilai signifikansi sebesar 0,000.
Berdasarkan analisis data,dapat disimpulkan bahwa : (1)variabel product, price, promotion dan people berpengaruh secara parsial terhadap keputusan mahasiswa kuliah pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya, (2) variabel place, process dan physical evidence secara parsial tidak berpengaruh terhadap keputusan mahasiswa kuliah pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya, (3)variabel product, price, place, promotion, people, process dan physical evidence berpengaruh secara simultan terhadapkeputusan mahasiswa kuliah pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya, (4)variabel price berpengaruh paling dominan terhadap keputusan mahasiswa kuliah pada Program Studi S1 Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya.
ABSTRACT
Abdul Saidir Amir. 2019. Marketing Mix Analysis of Student Lecture Decisions in S1 Economic Education Study Program, Faculty of Economics, Surabaya State University. Thesis, Economic Education Study Program, Postgraduate Program, Surabaya State University. Advisor: (I) Prof. Drs. Yoyok Soesatyo, S.H., M.M., Ph.D., and (II) Dr. Hariyati, S.E., Ak., M.Sc., C.A., C.M.A.
Key Words: Marketing mix, product, price, place, promotion, people, process, physical evidence, decision.
This study aims to analyze the effect of marketing mix which includes variables (1) product, (2) price, (3) place, (4) promotion, (5) people, (6) process, (7) physical evidence of college student decisions in the S1 Economic Education Study Program, Faculty of Economics, Surabaya State University.
This quantitative research approached the S1 Economics Education Study Program students at the Faculty of Economics, Surabaya State University, using the method of collecting data for 184 respondents, using questionnaire methods and documentation methods with reference to economic books, educational books, accredited national journals and reputable international journals . The results of the t-test data obtained the significance values of each variable as follows: (1) product of 0.006, (2) price of 0.000, (3) place of 0.079, (4) promotion 0.032, (5) price of 0.009, (6 ) place is 0.638, (7) product is 0.053. The F test results data obtained the probability value of the product, price, place, promotion, people, process and physical evidence variables of 6.920 or a significance value of 0.000.
Based on data analysis, it can be concluded that: (1) the product, price, promotion and people variables partially influence the decisions of college students in the S1 Economics Education Study Program Faculty of Economics, Surabaya State University, (2) the place, process and physical evidence variables do not partially influence on the decisions of college students in the S1 Economic Education Study Program at the Faculty of Economics, Surabaya State University, (3) product, price, place, promotion, people, process and physical evidence variables have a simultaneous effect on student decisions on the Economics Faculty S1 Economics Education Study Program Surabaya State University, (4) price variables have the most dominant influence on student decisions in the S1 Economic Education Study Program at the Faculty of Economics, Surabaya State University.