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Title: Pengaruh Branding Fiskom UKSW Terhadap Pengambilan Keputusan Mahasiswa Memilih Program Studi Sosiologi
Authors: Palullungan, Wandes
Keywords: Branding;Educational Institution;Marketin-Mix;Decision Making
Issue Date: 4-Dec-2023
Abstract: Abstract: In this research, there has been a significant decrease in interest in the Sociology degree program, leading to an investigation regarding the relationship between FISKOM UKSW branding and the Sociology program. The research aims to analyze the influence of FISKOM UKSW branding on students' decision-making in choosing the Sociology program. The method employed in this research is a quantitative method with an explanatory research design. The research sample is drawn from the population of Sociology students from the 2018-2023 cohorts. The marketing mix theory is utilized to measure the branding variable [X], and the Decision Making theory is used to measure the decision-making variable [Y]. Data is collected through questionnaires and analyzed using SEM-PLS 4 software. The analysis results indicate that Product, Price, Place, Promotion, and Process do not influence decision-making; however, People and Product evidence have a positive and significant impact.
Appears in Collections:T1 - Communication

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