ANALISIS PENGARUH HARGA, PRODUK, DAN LOKASI TERHADAP KEPUTUSAN MAHASISWA MEMILIH S2 MAGISTER MANAJEMEN UNIVERSITAS BAKRIE DAN DAMPAK TERHADAP KEPUASAN

DEDEN JAELANI

doi:10.53825/jmbjayakarta.v5i02.192

DEDEN JAELANI UNIVERSITAS BAKRIE

DOI: https://doi.org/10.53825/jmbjayakarta.v5i02.192

Keywords: price, product, location, students decision, satisfaction

Abstract

ABSTRACT

This study aims to determine direct effect and indirect effect of price, product, and location on student satisfaction. The indirect relationship is mediated by student decision. Respondents were active students of Masters’s degree of Management Program in Bakrie University. Data were obtained om 80 respondents through a survey which used structured questionnaires. The results of this study indicates that price did not directly effect satisfaction, while products and locations directly influenced satisfaction. Furthermore, the results of this study show that students decisions do not mediate relationship between price and satisfaction. However, students decisions mediate relationship etween product, location and satisfaction. In addition, direct effect between product, location, and students satisfaction is greater than the indirect effect. Hence, students decision is not the right mediator., which mediates the relationship between the product, location, and students satisfaction.

Keywords: price, product, location, students decision, and satisfaction

ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh langsung harga, produk dan lokasi terhadap kepuasan, serta pengaruh keputusan mahasiswa sebagai mediator antara harga, produk, lokasi, dan kepuasan mahasiswa. Responden adalah mahasiswa aktif S2 Magister Manajemen Universitas Bakrie. Hasil penelitian ini menunjukkan bahwa harga tidak berpengaruh langsung terhadap kepuasan mahasiswa, sedangkan produk dan lokasi berpengaruh langsung terhadap kepuasan mahasiswa. Hasil penelitian ini juga menunjukkan bahwa keputusan mahasiswa tidak memediasi hubungan harga terhadap kepuasan mahasiswa, akan tetapi keputusan mahasiswa memediasi hubungan produk dan lokasin terhadap kepuasan mahasiswa. Tetapi pengaruh langsung produk dan lokasi jauh lebih besar dari pengaruh tidak langsungnya. Kemungkinan hal ini disebabkan oleh keputusan mahasiswa bukan mediator yang tepat dari pengaruh produk dan lokasi terhadap kepuasan mahasiswa.

Kata-kata Kunci: harga, produk, lokasi, keputusan, dan kepuasan mahasiswa

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