FAKTOR-FAKTOR YANG DIPERTIMBANGKAN MAHASISWA DALAM MEMILIH LEMBAGA PENDIDIKAN DAN PELATIHAN BISNIS DI KOTA MALANG
The study is aimed to determine the factors considered by consumers in selecting The Educational and Trainning Institution of Businesss in Malang, and which factors of the main consumers consideration in selecting The Educational and Trainning Institution of Businesss in Malang. This study was conducted on 175 students of The Educational and Trainning Institution of Businesss in Malang. There are sixinstitution as sample. Thirty five variables were used comprising 7 variables of the consumer individual factor, 7 variables of the environment factor, 21 variables of the marketing mix factors. The factor analysis was used in this study. The result of the study indicated that 27 variables were grouped into 7 factors having eigen value equal or higher than 1 with a variance total percentage of 63.276%. The seven factors considered by the consumers in selecting The Educational and trainning Institution of Businesss in Malang can be ranked according to the variance size as follow : 1) The Factor of Business Skill Urgency (29,672%), 2) The factor of Promotion (8,154%), 3) The Factor of Motivation and Learning (6,039%), 4) The Factor of others influencer (5,672%), 5)The factor of Price (5,081%), 6)The Factor of Social Class (4,338%), and 7) The Factor of Phisical Evidence (4,321%). The factor of the main consumer consideration in selecting The Educational and trainning Institution of Businesss in Malangwere the factor of Businness Skill Urgency.
Keywords: individual factor, environment factor, marketing mix factor.