FAKTOR-FAKTOR PENDORONG DAN PENARIK CALON MAHASISWA MEMILIH JASA PENDIDIKAN TINGGI: STUDI KILAS BALIK

Abstract

This retrospect study aims at studying the push and pull factors of prospective students in choosing higher education services of the management program of study at Satya Wacana Christian University. This retrospect study uses grounded theory design with triangulation of data sources. The findings showed three push factors, namely suitable benefit offered, prospect‟s motivation, and trusted recommendation. Twelve pull factors include service availability, promotion-mix, location, service quality, relationship, reputation, communication, process, price, human resources, facility, and guarantee. A mini-theory comprising of a set of 17 propositions is proposed to be further tested in future. Keywords: push factor, pull factor, mini-theory