Studi Pemasaran Jasa Pendidikan: Faktor-Faktor yang Memengaruhi Mahasiswa Memilih Program Studi Baru

Authors

  • Ismaulina Ismaulina IAIN Lhokseumawe
  • Ali Muhayatsyah IAIN Lhokseumawe
  • Suryani Suryani IAIN Lhokseumawe
  • Putri Sri Anita

DOI:

https://doi.org/10.26740/jim.v9n1.p392-401

Keywords:

decision making, marketing for educational services, new department, sharia accounting, sharia banking

Abstract

Instititut Agama Islam Negeri (IAIN) Lhokseumawe is the only Islamic education campus in Lhokseumawe city, which one of its faculties is the Faculty of Islamic Economics and Business, consisting of Sharia banking and Sharia Accounting study programs. This research tries to determine factors influencing the students' decision to choose the new study program in the Faculty of Islamic Economics and Business, IAIN Lhokseumawe. This research used analysis factor methods using SPSS. The study samples are Sharia banking and Sharia Accounting students. The research results explained that the investigated two-factor groups: the first-factor group includes the place, process, physical evidence, price, product, decision, and economy. The second-factor group includes positive issues and promotion. The positive issue factor is the highest and dominated the students' decision to choose the study programs. The following factors included place, process, physical evidence, price, product, promotion, decision, and economy. Thus, there is no difference between factor 1 and factor 2 variables influencing the students' decision when choosing the departments. This research is limited to two study programs in an Islamic higher education institution. Future research can involve students' parents and compare with other study programs using other research methods to get a complete picture to deepen the factors influencing students to choose a new study program.

References

Al-Fattal, Anas (2010). Understanding Student Choice of University and Marketing Strategies in Syrian Private Higher Education. Doctor of Philosophy: University of Leeds.
Fernandez, Jacqueline Liza (2010). An Explanatory Study of Factors Influencing the Decision of Students to Study at Universiti Sains Malaysia. Kajian Malaysia. Vol. 28. No. 2.
Furchan, Arief (2004). Transformasi Pendidikan Islam di Indonesia. Yogyakarta: Gama Media.
IAIN Lhokseumawe (2019). Data Akademik IAIN Lhokseumawe. Data Internal IAIN Lhokseumawe: Tidak Dipublikasikan
iainlhokseumawe.ac.id (2020). Sekilas Tentang Sejarah IAIN Lhokseumawe. Retrieved 31 Desember 2020 from https://www.iainlhokseumawe.ac.id/sejarah-iain-lhokseumawe/
Iriyani, Yani. (2010). Analisis Faktor-faktor yang Memengaruhi Minat Studi Mahasiswa dalam Menempuh Pendidikan di Universitas Widyatama. Prosiding Seminar Nasional IV Manajemen & Rekayasa Kualitas 2010, Bandung.
Iriyanto, Setia (2013). Pengaruh Biaya Promosi terhadap Jumlah Mahasiswa Baru Analisis Promosi Mix di Universitas Muhammadiyah Semarang. http://jurnal.unimus.ac.id, diakses pada 17 maret 2019).
JDIH Aceh (2019). Qanun Lembaga Keuangan Syariah untuk Memajukan Ekonomi Aceh. Retreived 31 Desember 2020 from https://jdih.acehprov.go.id/news/post/qanun-lembaga-keuangan-syariah-untuk-memajukan-ekonomi-aceh
Keputusan Menteri Agama Republik Indonesia Nomor 157 Tahun 2017 tentang Uang Kuliah Tunggal pada Perguruan Tinggi Keagamaan Negeri di Kementerian Agama Tahun Akademik 2017-2018. 8 Maret 2017
Kusumawati, Andriani (2010), Privatization and Markrtization of Indonesian Publik University: a Systematic Review of Student Choice Criteria Literature. Research Online Sydney Business School Papers Mahasiswa. Html.
Sidin, Samsinar Md, Siti Rahayu Hussin & Tan Ho Soon (2003), An Exploratory Study of Faktor Influencing the College Choice Decision of Undergraduate Student in Malaysia. Asia Pacific Management Review, 8(3). 259-280
Sia, Yoseph Kee Ming (2011). Post Secondary Student Behavior in the College Choice Decision. Journal of Marketing Research & Case Studies. DOI: 10.5171/2011.440964
Padlee, Siti Falindah, Abdul Razak Kamaruddin, & Rohaizat Baharun (2010). Internasional Studens Choice Behavior for Higher Education at Malaysian Private Universities. International Journal of Markrting Studies. 2(2). 202-211.
Pasaribu, B. 2008. Faktor Daya Tarik FKIP UIKA Bogor dalam Persepsi Mahasiswa, Laporan Penelitian Internal FKIP UIKA Bogor.
Qanun Aceh Nomor 11 Tahun 2018 tentang Lembaga Keuangan Syariah. Provisi Daerah Istimewa Aceh. 31 Desember 2018
Razak, Mashur (2008). Analisis Proses Pemgambilan Keputusan Mahasiswa dalam Memilih Program Studi pada PTS di Sulawesi Selatan. Social and Culture, Reference Group: Marketing Communicatin. Vol 5. No. 2 hal. 89-102.
Singgih, Moses L & Rahmayanti. 2008. Faktor-faktor yang mempengaruhi kualitas pendidikan
SK Rektor tentang UKT IAIN Lhokseumawe Nomor 390 Tahun 2020. 27 Juli 2020. https://www.iainlhokseumawe.ac.id/sk-rektor-tentang-ukt-iain-lhokseumawe/
Supranto. J (2004) Analisis Multivariat Arti dan Interprestasi. Jakarta: Rineka Cipta.
Suryabrata, Sumadi (2001). Psikologi Kepribadian. Jakarta: PT. Raja Grafindo Persada.
Wagner, K. & Fard, P.Y (2009) Faktor Influencing Malaysian Students Intention to Study at a Higher Educational Institution. Chinese American Sholars Association: New York, New York, USA. Retrieved 11 Juli 2009 from http://www.gcasa.com/PDF/malahsia/Wagner-Fard.pdf.
Wijaya, David (2016). Pemasaran Jasa Pendidikan. Jakarta: Salemba Empat.
Wirya, Agni Alam & Indah Piliyanti (2009). Penggunaan Analisis Faktor Untuk Menentukan Kriteria Pemilihan Program Studi Ekonomi Islam. Jurnal EKBISI. 4(1). 85-97.
Yulianingsih, Yuyun (2015). Manajemen Akreditasi Program Studi Pada Perguruan Tinggi. Al-Idarah Jurnal Kependidikan Islam, Vol.5 No. 1 Hal 92-116.
Yuniati, Rosita dan Patria Mukti (2017). Analisis 4P (Product, Price, Place dan Promotion) dalam Pengambilan Keputusan Calon Mahasisea memilih Perguruan Tinggi, Jurnal Psikologi Perseptual, 2(1). 1-8. https://doi.org/10.24176/perseptual.v2i1.2217

Downloads

Published

2021-03-31

How to Cite

Ismaulina, I., Muhayatsyah, A., Suryani, S., & Anita, P. S. (2021). Studi Pemasaran Jasa Pendidikan: Faktor-Faktor yang Memengaruhi Mahasiswa Memilih Program Studi Baru. Jurnal Ilmu Manajemen, 9(1), 392–401. https://doi.org/10.26740/jim.v9n1.p392-401

Issue

Vol. 9 No. 1 (2021)

Section

Artikel

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons:Attribution-NonCommercial 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Abstract views: 313 , PDF Downloads: 252