Analisis Pengaruh Persepsi Harga, Norma Subyektif, dan Sikap Terhadap Minat Calon Mahasiswa Untuk Mendaftar Program Studi Kewirausahaan Universitas Agung Podomoro
Daftar Isi:
- The importance of entrepreneurial study in universities can in fact bring out students’ entrepreneurial spirit. Podomoro University has Entreprenurship Program that offers all that is to learn to become a good entrepreneur, but the truth is the one program that excells is actually Hotel Business Program. Therefore, the objectives of this research is to find out the impact of perceived price, subjective norm and attitude towards intention to enroll Entrepreneurship Progam in Podomoro University. Structural Equation Modelling – Partial Least Square (SEM-PLS) is the method used to answer the objectives of this research and to test out the hypothesis with SmartPLS as the tool. There are 100 respondents in the questionnaire that matches the criteria such as a highschool student that lives and attends school in Jakarta. This research proves that perceived price does not have significant impact on students’ intention to enroll, whereas subjective norms and attitude have positive and significant impacts on students’ intention to enroll. The results of this research can also help Podomoro University to know which approach is best to market Entrepreneurship Program. Suggestions on this research is to have further research on brand image or reputation and location towards students’ intention to enroll on Entrepreneurship Program in Podomoro University.