Marketing Mix Factors Affecting the Decision to Choose to Study in the Bachelor of Laws Program, Rajapark Institute
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Abstract
The objectives of this research were (1) to study the marketing mix factors affecting the decision to study in the Bachelor of Laws program at Rajapark Institute; (2) to study decision-making behavior in choosing to study in the Bachelor of Laws program at Rajapark Institute; and (3) to compare personal factors and decision-making behaviors for studying a Bachelor of Laws program at Rajapark Institute. The research uses a quantitative research model. A sample of 400 samples was studied by means of quota random sampling and selective sampling. The population used in the study was the general population of all four regions. Descriptive statistical methods were used to analyze the data, which contains a percentage. Arithmetic mean standard deviation, Inferential analysis, one-way ANOVA, t-tests, and F-tests were used. The first result of effects on the decision to choose to study the Bachelor of Laws program at Rajapark Institute regarding the marketing mix factors, when considered as a whole, showed that the average scores were at a high level ( = 4.07, S.D. = 0.651). The finding of the second objective, regarding to decision-making behavior in choosing to study in the Bachelor of Laws program at Rajapark Institute, revealed the mean scores at the opinion level were at a high level ( = 3.87, S.D. = 0.674), when considered as a whole. The third result showed that there were differences in age and income, but gender and education level were not different.
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