Faktor-Faktor yang Memengaruhi Keputusan Calon Mahasiswa untuk Melanjutkan Studi Magister Manajemen di UPPS XYZ

Abstract

From 2015 to 2020, the number of information seekers and applicants for the Master of Management Program at UPPS XYZ has decreased, with an average decline of 21% in the last two years. Meanwhile, the number of registrants has increased in terms of the number in 2020, but it is not significant. The student acceptance rate has also not been able to reach its peak as has been achieved in previous years (2015 and 2016). This condition is predicted due to changes and dynamic competition between existing master management programs. UPPS XYZ In the face of intense competition in getting prospective students, it continues to improve its quality and optimize its various potentials and advantages. In addition, strengthening branding is very much needed so that UPPS XYZ is better known to the wider community. UPPS XYZ must have basic knowledge about the behavior of prospective students through analysis of prospective students' perceptions and the factors that influence prospective students' decisions to continue the master's program at UPPS XYZ. Based on this description, this research will examine prospective students' perceptions of the management master's program at UPPS XYZ and the factors that influence the decision-making process to continue studying the Master of Management program at UPPS XYZ. This study aims to analyze prospective students' perceptions of the management master's program at UPPS XYZ, and to analyze the factors that influence the decision-making process to continue studying the management master's program at UPPS XYZ. In this study, the number of respondents used was 135 people, which was a sample of the population of prospective students of the Master of Management Program at UPPS XYZ who registered in the 2021/2022 academic year. Analysis of prospective students' perceptions using descriptive analysis. Descriptive analysis is also used to explain the characteristics of the respondents which consist of: age, gender, education level, years of service, work background, marital status, number of dependents in the family, income level, origin of residence. The analysis used to identify the factors that influence the decision-making process of prospective students of the management master's program at UPPS XYZ uses Structural Equation Modeling (SEM). SEM is also considered appropriate for this research because researchers want to confirm the research model with empirical evidence in the field with research results that will later explain in detail the forming variables and the relationship of one variable to other variables.