PENGARUH PRODUCT, PRICE, PLACE, PROMOTION, PEOPLE, PHYSICAL EVIDENCE, DAN PROCESS TERHADAP KEPUTUSAN MAHASISWA DALAM MEMILIH POLITEKNIK NSC SURABAYA DENGAN DIMODERASI OLEH CITRA PERUSAHAAN
Daftar Isi:
- This study aimed to determine the influence of the product, price, place, promotion, people, physical evidence, and process to buying decision of NSC Polytechnic, Surabaya students which moderated by university image. This study was conducted on saturated sample of 137 NSC Polytechnic Surabaya students in 2014/2015 academic year. The analysis used in this study is a moderated regression analysis to test the validity of the item with the person correlation, reliability test with cobbrach's alpha, coefficient of determination test with an adjusted R2, goodness of fit test with F-test, and t-test. Based on the survey results revealed that the test results show the validity of the all items indicators are valid , the reliability test results indicate that all items are reliable, the adjusted R2 value shows that 91% of dependent variable value determined by the dependent variable, F test results indicate that the resulting regression model fit for use, t test results showed that the product, place, promotion, physical evidence, and process a have a significant influence on the NSC Polytechnic Surabaya students buying decisions, while the influential price and people is not significant . The image of college significantly weaken the influence of product, strengthen the influence of people, and strengthen the influence of physical evidence against the student's decision to vote or buy. The results of this study can be used as reference material for universities to implement services marketing strategies to increase the number of new students.