ABSTRACT

Resti Diniarsi. 12209081

ANALYSIS OF FACTORS AFFECTING STUDENTS TO CHOOSE  GUNADARMA UNIVERSITY

Key words: Product, Promotion, Price, Place, and Selection Decision

(vii + 50 + lampiran)

Limited seats are provided by the state university makes competition among private universities in Indonesia. Selection decisions made ​​by the students are not separated from the influence of the marketing mix that is done by the university. The problem in this study is whether some of the marketing mix variables of product, promotion, price, and where decisions affecting students select University Gunadarma.

After processing by multiple linear regression analysis, obtained test results of determination (R2) as follows: that the factor Product, Promotion, Price, and Place influence the decisions students select University Gunadarma by 48 , 6%, while 51.4% is influenced by other variables.

Conclusions of this study are some of the variables of the marketing mix are Product, Promotion, Price, and Place reasonably affect the decision Gunadarma University student chose, though largely influenced by other factors.