FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISWA OAlAM MEMllIH MASUK 01 UNIVERSITAS WIOYA KARTIKA SURABAYA
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OLE H :
WELLY., SE. NIM
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UNIVERSITAS KATOLIK WIDYA MANDALA SURABAYA PROGRAM
PASCASARJANA
SURABAYA SEPTEM BER
2004
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FAKTOR YANG MEMPENGARUHI KEPUTUSAN MAHASISW A DALAM MEMILIH MASUK DI UNIVERSITAS WIDY A KARTIKA SURABAYA
TESIS Diajukan Kepada Universitas Katolik Widya Mandala Surabaya Untuk Memenuhi Persyaratan Dalam Menyelesaikan Program Magister Management
OLEH: WELLY, SE. NIM : 8112403.006
UNIVERSITAS KATOLIK WIDYAMANDALA SURABAYA PROGRAM PASCASARJANA PROGRAM MAGISTER MANAGEMENT SEPTEMBER 2004
LEMBAR PERSETUJUAN
Tesis oleh Welly SE ini telah diperiksa dan disetujui untuk diuji
Surabaya, 7 Oktober 2004 Pembimbing
HALAMAN PENETAPAN PANITIA PENGUJI TESIS
Tesis ini telah diuji dan dinilai oleh Panitia Penguji pada Program Pascasarjana Unika Widya Mandala Surabaya pada tanggal 7 Oktober 2004.
Panitia Penguji : 1. Ketua
\
\
(Prof Dr. Soedjono Abipraja)
3. Anggota
\ I
(Licen Indahwati Darsono, SE, M.Si)
HALAMAN PERSETUJUAN DAN PENGESAHAN TESIS
Tesis Oleh Welly, Sf. ini telah dipertahankan di depan Dewan Penguji pada tanggal 7 Oktober 2004.
Dewan Penguji •
\
........ \ Ketua (Prof Dr. Soedjono Abipraja)
Supit, SEAk)
............ Anggota (Licen lndahwati Darsono, SE, J\ISi)
Mengetahuui, Direktur Program Pascasarjana
(Prof Eugenius Sadtono, PhD)
KATA PENGANTAR Dengan rnengucapkan syukur kepada Tuhan Yang Maha Kuasa atas berkat dan kasih-Nya, sehingga penulis dapat rneyelesaikan penyusunan tesis ini dengan lancar. Penyusunan tesis ini dibuat untuk rnelengkapi salah satu syarat yang harus dipenuhi untuk rnernperoJeh gelar Magister Manajerneri Universitas Katholik Widya Mandala Surabaya. Dalarn pernbuatan tesis ini banyak bantuan yang sangat berharga yang telah penulis teri rn a, pada kesernpatan ini penulis rnengucapkan banyak terirna kasih kepada : L Bapak Profesor V. Henky Supit, SE.Ak selaku dosen pernbirnbing yang banyak
rneluangkan waktu
rnernberikan
rnasukan,
birnbingan dan
pengarahan dalarn penyusunan tesis ini dari awal hingga se1esai. 2. Bapak dan lbu dosen Magister Manajernen Universitas Katholik Widya Mandala Surabaya yang banyak rnernberikan bekal kepada penulis selarna rnengikuti kuliah. 3. Orang tua, adik-adik tercinta yang te1ah rnernberikan sernangat, dorongan, dan doa agar dapat rnenyelesaikan tesis. 4. Ternan-ternan di Tata Usaha Univeristas Katholik Widya Mandala (Vivi, Hari, dan Novi) serta ternan-ternan lain yang tidak dapat penulis sebutkan satu per satu, atas segal a bantu an yang telah diberikan kepada penulis. Akhir kata, sernoga penulisan tesis ini dapat berrnanfaat bagi para pernbaca yang rnernbutuhkan.
Surabaya, Agustus 2004
Penulis
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4.4.3 Cara Pengumpulan Data. ....... ............. . 4.5 Tehnik Analisis Data ........... . 4.5.1 Analisis Regresi Linier Berganda .. 4.5.2 Analisis Korelasi Berganda. 4.5.3 Analisis Koefisien Determinasi Berganda .. 4.5.4 Menggunakan Koefisien Determinasi Berganda .......... . 4.5.5 Analisis Koetisien Par sial. ................... . 4.5.6 Uji Signifikansi Regresi Berganda (Uji F) 4.57 Uji Signifikansi Regresi Parsial (Uji t). . ......... . 4.5.8 Uji Validitas dan Reliabitas Kuisioner.. 4.5.9 Uji Asumsi Regresi Linier Berganda.Multikolinearitas .. . 4.5.10 Uji Asumsi Regresi Linier Berganda Heteroskedasitas .. . 4.5.11 Uji Asumsi Regresi Linier Berganda Normalitas ... 4.5.12 Uji Asumsi Regresi Linier Berganda Autokorelasi. BAB 5 ANALISIS HASIL PENELITIAN 5.1 Analisis Regresi Linier Berganda ... 5.1.1 Regresi Linier Berganda Model Enter.. . ........ . 5.1.2 Descriptive Statistics.. . .................. . 5. I .3 Correlations .. 5.1.4 Model Summary ........ . 5.1.5 Anova dan Coeficients 5.1.6 Analisis Koefisien Korelasi Berganda (R) 5.1. 7 Analisis Koefisien Determinasi Berganda (Adj R Square) 5. 1.8 Analisis Koefisien Korelasi Parsial. . . ............ . 5.2 Uji Hipotesis. . ......... . . ........... . 5.2.1 Uji F.. 5.2.2 Uji t .... 5.3 Uji Validitas dan Reabilitas .. 5.4 Uji Asumsi Regresi Berganda Multikolinieritas .. 5.5 Uji Asumsi Regresi Berganda Heteroskedasitas .. 5.6 Uji Asumsi Regresi Berganda Normalitas ... 5.7 Uji Asumsi Regresi Berganda Autokorelasi. 5.8 Perbandingan Regresi Linier Berganda Metode Enter dan Stepwise ... 5.8.1 Regresi Linier Berganda Metode Enter.. 5.8.2 Regresi Linier Berganda Metode Stepwise .... 5.8.3 Koefisien Regresi Metode Stepwise ..... .
41 41 41 43 43 44 45 46 46 47 48 49 49 49
50 50 50 52 54
55 59 59
60 62 62 64 67 71 73 76 77 78 78 79 81
BAB 6 PEMBAHASAN 6.1 Pembahasan Atas Hasil Penelitian. 6.2 Analisis SWOT ..
84 86
BAB 7 STMPULAN DAN SARAN 7.1 Simpulan .. 7.2 Saran ................ .
90 92
VII
DAFTAR KEPUSTAKAAN ...................... . .................. ......... 103
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DAFTAR TABEL
Tabe!5.1 Tabe!5.2 Tabe! 5.3 Tabe! 5.4 Tabe!5.5 Tabe! 5.6 Tabe!5.7 Tabe! 5.8 Tabe! 5.9 Tabel5.10 TubeI5.11 Tube! 5.12 Tube! 5.13 Tube15.14 Tube15.15 Tube15.16 Tabe15.17 Tabel6.l
Halaman 49 : Descriptive Statistics ........... ' .................. . 51 : Correlations ....................................... . : Mode! Summary ............................................ : .. 53 : Anova ...................................................... . 54 : Coefficients .................................................... . 55 : Reliability Analysis................... 67 : Reliability Analysis Scale (alpha) .......... " .... . ........... 68 : Coefficients ...................... ' . . .. .. ........................ 70 : Cooefficient Correlations ........ . . ........................ 71 : Collinearity Diagnostics .. 71 : Model Summary (b).......... ... ...... ... 77 : Variables Entered/Removed (b)... ........... . ............ 78 : Rekapitulasi Hasil.. . . . . . . . . . . . .. . . . ... 79 : Mode! Summary (b)......... ..... ..... ..... 79 : Variables Entered/Removed (a).... .................... 80 . Coefficients (a)... ............ ............... ................... 81 83 : Coefficients (a) ..... ' ........... . 86 : SWOT Analisis ..... .
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DAFTAR GAMBAR
Gambar 2.1 Gambar 2.2 Gambar 2.3 Gambar 2.4 Gambar 2.5 Gambar 5.1 Gambar 5.2 Gambar 5.3 Gambar 5.4 Gambar 5.5 Gambar 5.6
: Three Component Of Attitudes ....................... .. : Reasoned Action Model.. .. .. .. .. .. ... . ......... .. : Proses Perencanaan dan Pelaksanaan Strategi Pemasaran Pada Lembaga Perguruan Tinggi ........ . : Saling Melayani Di Perguruan Tinggi ........... . : Tujuh Pilar Terpadu Dalam Paradigma Manajemen Perguruan Tinggi Bermutu ........ . : Kurva Hasil Uji F ................................. . : Kurva Hasil Uji t. ................................... . : Scatterplot....................... . ....... .. : Regression Partial Plot ......................... . : Normal P-P Plot Of Standarized Residual.. ... . : Histogram .........
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Halaman 5 6 14
26 27 62 65 73
74 76 77
DAFTAR LAMPlRAN
Lampiran 1 Lampiran 2 Lampiran 3 Lampiran 4 Lampiran 5 Lampiran 6
Halaman : Kuisioner. ......... " ............................................ " 105 : Data Responden................................................. 112 : Regresi Linier Berganda Model Enter. .. , , , , , , ..... , . , , , , ... , 116 : Reliabilitas dan Validitas" ..... " ., ....... , ....... , ......... " 119 : Multikolinieritas, Heteroskedasitas, Normalitas, Autokorelasi... .. ... .. ....... "..... ., .. ,,",'" 121 , Regresi Linier Berganda Metode Stepwise" . . . . .... ,. , ", 125
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ABSTRACT
In order to find alit the factors iliflllencing the students in choosing Widya Kartika University Surabaya, the researcher intended to know eVe1Y factor and find alit the most dominant factor iliflllencing the students. The analysis tool used is Multiple Linear Regression. This analysis is done in order to know the effects of markeOng mix variables to the consumers' perceptions. Ihe writer wanted to connect 7P as the development qf marketing mix. In general, to know the correlation, the writer would analyzed whether there was a connection between the variables, and .finded out how strong the relationship is. Iherefore, ill the allalysis, the writer intend~ to measure how big the ilifluence between the variables is. The regression analysis would form a regression model that could bt! measured in a .form of number quantitatively. The variable placement in the regression is eqllivalelll whereas a variable is dependent and the others are independent. III this stage, the most important analysis is to decide lI'hich variables are independent or dependent, choose the meth()d for making the regression model (in this research, the method used are enter and stepwise), see the availability (~f outlier data (extreme), test (he assumption ill multiple regression (normality, linearity, heteroskedacity, etG) , test the sign!ficance of the model (F.-lest, t-test, etG), und interpret the multiple regression mode/. The average result from the respondents' amwer of this research to Y variable is .f, 1709 ll'ith standard de Fiation 0,66839. It shows that eventhough Y is .f, j 709, it could be said that most (~f the respondents agree that Widya Kartika University Surabaya is the main choice (!f the stlldellis. Oil the olher hand, in collnection lI'ith the independent variable, it shows that the seven independent variables have average value above three with standard deviation for each variable Xl (product) 0,74645, Xl (price) = 0,87025, X3 (promotion) = 0,59388, X.f (place) = 0,63656, X, (personal traits) = 0,67599, X6 (process)= 0,8,)] 10, X 7 (physical evidence) = 0,56004. It means that the questions in each independent variable consist qf service marketing mix indicators lvhich are (?ffered to the consumers. Moreover, it means that most qj' the respondents agree that the qffer for each marketing mix variable is interconnected In addition, it could also be seen from the fourth column "N" where the number of the respondents is 158, and this cOlldition could be applied for all independent and dependent variables. In this research, the considerations qf the students to choose Widya Kartika are as follows: price (X2) 60,4%; promotion (X4) 9,2%; product (Xl) 3%; physical evidence (X7) 2%; place (X4) and process (X6) 0,3%; and the last one is personal trails (X5) a,s%. By seeing the comparison between enter and stepwise method, it could be explained that based on the regression analysis by using enter method, it is proven that variable XI,X2,X3,X4,X5,X6. anu X 7 altogether il!f/uellce the decision qf the students in choosing to join Widya Kartika University Surabaya. ff we see the effect of the independent variable partially, the factor which has dominant influence to Y is variable X 2 (price). c
Key Words: F test, t test, Regreesion Linear, ElllerMethod, Stepwise Method.
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