PENGARUH POSITIONING TERHADAP KEPUTUSAN MAHASISWA DALAM udMEMILIH PROGRAM STUDI ILMU ADMINISTRASI BISNIS PADA udUNIVERSITAS PEMBANGUNAN NASIONAL “VETERAN”ud JAWA TIMUR ud(Studi Kasus Mahasiswa Program Studi Ilmu Administrasi Bisnis UPN “Veteran” Jatim)ud

摘要

Educational organization have an important role in realizing the dream of every citizien through educational programs capable and qualified. Many countries believe that the udeducation sector provides an important role for the development. So many countries to give priority to the development of their education sector. This affects the positioning of the organization that provides educational services where positioning focused on achieving theuddesired positioning in the minds of customers and only a feware directly related to the product. This study aims to determine the effect of positioning the student’s decision in choosing a course of study Business Administration at the Universitas Pembangunan Nasional “Veteran” East Java. ud This study used quantitative research methods with proportional stratified random sampling technique. The independent variables held that attribute, benefit, use or application, user, competitor and price with the dependent variable is the student’s decision in choosing a course of study Business Administration. The population in this study is a student of Business Administration from batch 2010 until batch 2013 at the Faculty of Social and PoliticaludSciences UPN “Veteran” East Java, with total sample of 100 people. The type of data used is primary data. While data collection techniques using a questionnaire. Furthermore, the data were analyzed using multiple linier regression techniques. ud The result showed, that the variable attribute, benefit, use or application, user, competitor and price simultaneously significantly influence the student’s decision in choosing a course of study Business Administration. In partial, competitor and user have a significant impact on the student’s decision in choosing a study program Business Administration, while variable attributes, benefits, use or application, and the price does not have a significant impact on a student’s decision in choosing a course of study Business Administration. ududKeywords : Positioning, Attribute, Benefit, Use or Application, User, Competitor, Price, Decision Students