PENGARUH HARGA, LOKASI, PROMOSI, DAN ORANG TERHADAP KEPUASAN MAHASISWA PROGRAM MAGISTER MANAJEMEN STIESIA

Abstract

This research is aimed to find out the influence of price, location, promotion, and people to the student satisfaction of Master of Management Program at STIESIA. This research is used quantitative descriptive research. The population of this research is students of Master of Management Program at STIESIA as much 56 student. Based on the determined criteria it obtains 56 respondent. The sample collection method has been done by using non probability sampling, whereas the elements of population do not give any same chance or opportunity to each selected member of population as sample. The sample collection technique has been done by using saturated sampling technique with questionnaire as the data collection technique. The data analysis method has been carried out by using multiple linear regressions analysis with instrument of SPSS. The result of this research shows that the variables of price, location, promotion, and people give significant and positive influence to the student satisfaction. The Adjusted (R2) level is 0,801 it means that simultaneously, contribution from the independent variables i.e. price, location, promotion, and people give influence to the dependent variable which is 80.1% student satisfaction meanwhile remains of 19.9% is influenced by other factor outside the model.
Key words: Price, location, promotion, people and student satisfaction.