FAKTOR-FAKTOR YANG MEMPENGARUHI PENGAMBILAN KEPUTUSAN MEMILIH PROGRAM STUDI MANAJEMEN PADA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KATOLIK SANTO THOMAS MEDAN

Abstract

The primary aim of this research is to examine the factors influencing students' decision-making in choosing the Management Study Program at the Faculty of Economics and Business, Universitas Katolik Santo Thomas Medan. The study aims to provide valuable insights that can serve as a basis for formulating promotional strategies aimed at attracting interest from prospective new students. This research encompasses all students enrolled in the Management Study Program, with a sample size of 185 students drawn from the population. Data collection involves the use of questionnaires and interviews, with data analysis conducted using factor analysis techniques. The findings of this research reveal several key factors influencing decision-making, namely: program accreditation status, perceived image, parental guidance, availability of student accommodation, absence of costs, faculty qualifications, institutional reputation, affordability of education, and family recommendations. Recommendations stemming from this research advocate for incorporating additional variables to deepen understanding of the factors influencing student decisions, thereby offering guidance for enhancing the management of higher education institutions. Keywords: Product, price, physical evidence, people, reference groups, motivation and personality, economic conditions.