Electronic Theses and Dissertation

ABSTRACT
Social factor dan marketing mix of service could influence the consumer behaviour. The objective of this research is to know the influence of social factor and marketing mix of service on university student decision in choosing Lembaga Bahasa Dan Pendidikan Profesional (LBPP) LIA Banda Aceh's Branch. There are I 00 university student who become Respondents of this research. The questionare consist of questions or statements that related to those variables, is used in order to collect the data. In taking the sample, the researcher use Stratified random sampling methode. Cualitative data is converted into licert scale and then analysed using multiple linier regression by SPSS (Statistical Product and Service Solution). The results of this reseach are: there are positive and negative influences among those variables which were obtained at the level of 0,05 are as follows: factor that has the strongest influence is price, it shows from the value of its coefficient regression b3 (0.409). the relationships among those variables is strong, reflect from the value of corelation coefficient (R) which is 0.797. Futhermore, the value of determinant coefficient (R) is 63.5% shows that all those variables could influence the desicion of university student in choosing LBPP LIA Banda Aceh's branch is about 63.5% and the less is other variables that not be analysed by the researcher. Parcially, social variable (XI), price (X3), distribution (X4), and costumer service (X8) have a significant effect the university student in choosing LBPP LIA banda Aceh's branch. On the other hand, product (X2), promotion (X5), people (X6), dan process (X7) insignificantly effect the university student in choosing LBPP LIA banda Aceh's branch. Simultaneously, all the variables significantly effect the desicion of university student in choosing LBPP LIA Banda Aceh's branch.

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