STUDI EKSPLORASI TERHADAP FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMILIHAN PERGURUAN TINGGI : PERSEPSI ORANG TUA SISWA-SISWI SEKOLAH MENENGAH ATAS DI SURABAYA DAN SIDOARJO

Abstract

UPH Surabaya (UPHS) is a private university that has established for four years. However, in its development, UPHS has decreased the number of students from year to year. Therefore, it required an exploratory study to determine the factors that influence purchase intention, in this case is the decision of the parents in recommending his son to study at UPHS. Through this research, strategic steps can also be taken in the interest of parents in Surabaya and Sidoarjo in recommending his son to college at the UPHS. Respondents in this study were parents of students of high school in Surabaya and Sidoarjo, amounting to 105. The research was conducted by interviewing as a first step to determine the respondent's level of understanding of the questions in the questionnaire. After seeing the level of understanding of the respondents through interviews, questionnaires were distributed to respondents by following the method of sampling from a population with a certain consideration such criteria This study used several methods of analysis such as normality test, factor analysis, validity and reliability, as well as multiple linear regression. Factor analysis method used to reduce variable questions from each dimension of brand image, product knowledge and purchase intention. Based on the results of the factor analysis, each question of brand image, product knowledge, as well as reduced purchase intentions and grouped by factor loading. In addition, this study also used multiple linear regression analysis method to determine the factors that influence purchase intention. From the results of the data processing, it is known that the general product attribute, satisfactory benefit, competence, and product knowledge affects the purchase intentions, in this case is the decision of the parents students high school in Surabaya and Sidoarjo.