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PENGARUH CITRA PERGURUAN TINGGI, KUALITAS PELAYANAN, DAN KESADARAN HARGA TERHADAP KEPUTUSAN STUDI MAHASISWA INDONESIA TIMUR DI SURABAYA

LOPEZ, FRANSISCO FEBRIANDY (2015) PENGARUH CITRA PERGURUAN TINGGI, KUALITAS PELAYANAN, DAN KESADARAN HARGA TERHADAP KEPUTUSAN STUDI MAHASISWA INDONESIA TIMUR DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

This study aims to determine the effect of the higher education image, service quality, and awareness of price toward eastern Indonesian students’ studying decision in Surabaya. The sampling technique used is convenience sampling, but taken from 10 universities in Surabaya with judgment sampling. Data collection was done using questionnaires, involving 150 active students of Eastern Indonesia in Surabaya as respondents. This study uses SPSS 20.0 for Windows, by means Multiple Regression Analyses (MRA) and Classical Assumption to analyze the data. The independent variables of this study are higher education image, service quality, and awareness of price, while the dependent variable is studying decision. The results showed that independent variables simultaneously have positive significant effects on studying decision of Eastern Indonesian students in Surabaya. Partially, the result showed that only higher education image and awareness of price that have positive significant effect on studying decision Eastern Indonesian students in Surabaya, meanwhile service quality is positive insignificant effect on studying decision of Eastern Indonesian students Surabaya. The suggestions for higher education institutions in Surabaya are building a strong image, improving service quality, and setting affordable tuition fees specifically for Eastern Indonesia students. Keywords: Higher Education Image, Service Quality, Awareness of Price, Studying Decision, Eastern Indonesian Student.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 07 Apr 2017 10:35
Last Modified: 07 Apr 2017 10:35
URI: http://eprints.perbanas.ac.id/id/eprint/721

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