Analisis Faktor-Faktor yang Mempengaruhi Keputusan Mahasiswa dalam Memilih Perguruan Tinggi Swasta pada Universitas Muhammadiyah Sumatera Utara

Abstract

Education is a yardstick for the success of a country so that it becomes a very important factor in which its development has to be heeded. Muhammadiyah University of Sumatera Utara has 43 study programs in fulfilling market demand. In this case, new students can choose their favorite study programs. In reality, however, the study programs do not match with the number of students so that this condition needs to be analyzed. The objective of the research was to find out some factors which influenced prospective students decision to select private universities at Muhammadiyah University of Sumatera Utara. The research used associative method which was aimed to find out the correlation between two or more variables. It also used quantitative approach since the data consisted only of figures or marked qualitative data. The population was 4,771 students of this wiversity in the academic year of 2022-2023, and 356 of them were used as the samples, taken by using proportionate random sampling technique and sample size calculator feature through jwww.ransoft.com

The result of the research showed that social media had positive influence on the respondents decision to select universities. Campus reputation had positive influence on the respondents' decision to select universities. Tuition had positive influence on the respondents decision to select universities. Working prospect in the future had positive influence on the respondents' decision to select universities. Simultaneously, social media, campus reputation, neition, and working prospect in the future had positive influence on the respondents decision to select universities. The result of determination test showed that R value was 0.610 or 61% which indicated that 61% of the variables of students decision could be explained by the variables of social media, campus reputation, tuition, and working prospect in the future while the remaining 39% were explained other variables excluded from this research