FAKTOR BAURAN PEMASARAN YANG DIPERTIMBANGKAN MAHASISWA DALAM MEMILIH PROGRAM STUDI MAGISTER MANAJEMEN DI KOTA PADANG (STUDI KASUS PROGRAM STUDI MAGISTER MANAJEMEN UNIVERSITAS ANDALAS)

Yeni, Yulia Hendri and Lita, Ratni Prima and Chatib , Johannis (2010) FAKTOR BAURAN PEMASARAN YANG DIPERTIMBANGKAN MAHASISWA DALAM MEMILIH PROGRAM STUDI MAGISTER MANAJEMEN DI KOTA PADANG (STUDI KASUS PROGRAM STUDI MAGISTER MANAJEMEN UNIVERSITAS ANDALAS). Project Report. Lembaga Penelitian Universitas Andalas. (Unpublished)

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Abstract

The study is aimed at determining the factors considered in selecting the Magister Management Program of the Padang City (Case study: Magister Management Program of Andalas University). This study was conducted on 60 respondens. Fiveteen variables of the marketing mix factor were used in this study. The factor analysis was used in this study. The results of the study indicate that 15 variables were grouped into 3 factors having eigen value equal or higher than 1 with a variance total percentage of 66,428 %. The three factors considered by the consumers in selecting the Magister Management Program, can be ranked according to variance size follow: 1) the factors of place, price and promotion (50.053), 2) the factors of physical facilities, personnel and curriculum (9,665 %), and 3) the factors of product, leader and roles (6,711 %).

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