Pengaruh marketing mix terhadap keputusan konsumen dalam memilih Program Pascasarjana Magister Manajemen Unika Widya Mandala

Mihardjo, Tosan (2003) Pengaruh marketing mix terhadap keputusan konsumen dalam memilih Program Pascasarjana Magister Manajemen Unika Widya Mandala. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The objective of this research is to know the influence of marketing mix service variables on consumer decision in choosing management major in Widya Mandala Graduate School in Surabaya. Data used for this research is primary data that is acquired from respondents by filling the questionnaire and supported by active observation and comments from respondents. This is an effort to make Multiple Linear Regression as an analysis model. SWOT analysis is added to find ideas with which the Widya Mandala Graduate School can improve. The analysis result shows that variables Product, Promotion, Participants, Process and Physical Evidence together have significant influence on consumer decision in choosing management major in Widya Mandala Graduate School. Partially, only variables Participants and Process have significant influence on consumer decision in choosing management major in Widya Mandala Graduate School. Between those variables, variable Participants has bigger influence. Based on the model, variables Participants and Process are able to surrogate variables Product, Promotion and Physical Evidence in influencing consumer decision

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing mix, SWOT analysis, consumer decision
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 01 Jun 2015 08:18
Last Modified: 01 Jun 2015 08:18
URI: http://repository.wima.ac.id/id/eprint/2271

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