PREFERENSI PELAJAR SEKOLAH MENENGAH ATAS DALAM MEMILIH PERGURUAN TINGGI SWASTA (Studi Kasus Pada Enam Sekolah Menengah Atas di Kecamatan Tanjung Priok)

SARI, DYAH LINTANG (2021) PREFERENSI PELAJAR SEKOLAH MENENGAH ATAS DALAM MEMILIH PERGURUAN TINGGI SWASTA (Studi Kasus Pada Enam Sekolah Menengah Atas di Kecamatan Tanjung Priok). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Preferensi Pelajar Sekolah Menengah Atas dalam Memilih Perguruan Tinggi Swasta (Studi Kasus Pada Enam Sekolah Menengah Atas di Kecamatan Tanjung Priok). Beberapa indikator preferensi pelajar dalam memilih perguruan tinggi diantaranya Biaya Pendidikan, Akreditasi, Lokasi, Program Studi, Fasilitas, Refrensi, dan Promosi. Penelitian ini dilakukan menggunakan strategi deskriptif. Adapun metode penelitian yang digunakan dalam penelitian ini adalah metode penelitian suvey, dimana data diperoleh melalui kuesioner dengan data yang dikumpulkan dari pernyataan dengan jumlah sampel sebanyak 83 pelajar. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling dan dianalisis dengan menggunakan analisis konjoin melalui alat penelitian Software SPSS 25.0. Analisis konjoin merupakan suatu metode untuk mengetahui penilaian konsumen terhadap suatu produk tertentu didasarkan pada atribut yang ada pada produk tersebut. Hasil penelitian berdasarkan nilai kegunaan dan nilai tingkat kepentingan relative pelajar dalam memilih perguruan tinggi swasta, kepentingan relatif yang dikaitkan pada atribut yang penting dan nilai kegunaan yang dikaitkan pada tingkatan atau level masing-masing atribut. Hasil penelitian menyimpulkan bahwa urutan preferensi pelajar dalam memilih perguruan tinggi swasta berdasarkan nilai kegunaan yaitu Referensi, Promosi, Lokasi, Program Studi, Biaya, Failitas dan Akreditasi. Adapaun urutan hasil penelitian berdasarkan nilai kepentingan relatif yaitu Referensi, Promosi, Fasilitas Kampus, Biaya Pendidikan, Lokasi, Akreditasi dan Program studi ABSTRACT This study aims to determine the preferences of high school students in choosing a private university (a case study of six high schools in Tanjung Priok district). Some indicators of student preference in choosing a university include Tuition Fees, Accreditation, Location, Study Programs, Facilities, References, and Promotions. This research was conducted using a descriptive strategy. The research method used in this study is a survey research method, where data is obtained through a questionnaire with data collected from statements with a total sample of 83 students. The sampling method used in this study is non-probability sampling and analyzed using conjoint analysis through the SPSS 25.0 software research tool. Conjoint analysis is a method to determine consumer's assessment of a particular product based on the existing attributes of the product. The results of the study are based on the utility value and the value of the relative importance of students in choosing a private university, the relative importance associated with important attributes and the usefulness value associated with the level or level of each attribute. The results of the study concluded that the order of students' preferences in choosing private universities was based on the value of usefulness, namely Reference, Promotion, Location, Study Program, Cost, Facilitation and Accreditation. The order of research results is based on the value of relative importance, namely References, Promotions, Campus Facilities, Tuition Fees, Locations, Accreditations and Study Programs.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorASEP SAEFURAHMAN, BP ASEP0302087001asep_saefurahman@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: DYAH LINTANG SARI
Date Deposited: 06 Jan 2022 09:20
Last Modified: 06 Jan 2022 09:20
URI: http://repository.stei.ac.id/id/eprint/6691

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