Nurmawati
1), Ida Kusnawati Tjahjani
2)1) University 45, Surabaya, Indonesia E-mail: [email protected]
2) Universitas 45, Surabaya, Indonesia E-mail: [email protected]
Abstract.This study aims to determine the factors that influence consumer behavior in choosing education at a high cost. Collecting data in this study using questionnaires, with a sample of 100 people taken by accident sampling and multiple regression analysis. Beresearch resultsrdasarkanon the analysis of the effect of various attributes individually, it can be seen that each - each of variable quality, facilities variable and variable costs have a significant influence on consumer behavior in choosing education at a high cost. Among these variables, quality attributes are the variables that most influence. However, when seen in the four variables simultaneously, then all these variables have a significant influence they deserve as a predictor variable. For simultaneous analysis results can be seen that together or simultaneously, the four variables significantly influence the decision to choose education at a high cost because the F ratio of 37.271, with a probability of 0.00001 or 0.001%. Even if viewed individually or separately variable x4 is not significant as independent variables in education but if together four variables are significant as predictors.
Keywords: Consumer Behavior, Accident Sampling, Regression Analysis, Estimator Variable and Variable Predictors
I. INTRODUCTION
Many service agencies in Indonesia which is engaged in various fields, one of which is education. Education is one of the most important priorities for most people and is one of the service agencies are always sought after by consumers.
Therefore, many educational institutions are competing to attract the consumers to choose the institution. Competitive conditions such as education that occurs at this time, require that a consumer must act selective when choosing educational institutions. Most of the people have hope to be able to continue their education of at least graduated from high school / vocational school, therefore, to produce the next generation of quality required good handling and precise. An education should rely on technological advancement and customer satisfaction as well as prioritizing service to customers, thus requiring costly.
School is an institution designed for the teaching of students with teacher supervision. Schools have an important role in enhancing the intellectual development since the school is a second place for children to seek knowledge and develop skills or talents. Good schools and in accordance with the character of the child and will be able to guide your child toward a better future. Thus choosing a good school and in accordance with the character of the child is very important. There are many factors that influence parents in choosing SMA / SMK, include internal factors of parents, the school or the internal environment, such as: the income of parents, school programs, facilities, location, and cost.
Need to do some research to find out why consumers choose education / schools at high cost.
FORMULATION OF THE PROBLEM
in obtaining customer satisfaction to fulfill his wish, someone must have a specific reason. From the description above, it can be determined that the main problem is "How consumer behavior in choosing education at a high cost".
RESEARCH OBJECTIVES The goal of theof this study are:
1. To identify factors that influence consumer behavior in choosing education at a high cost.
2. To identify the most dominant factor in choosing educational costly
Ujang Sumarwan [1] states that: consumer behavior is all the activities, actions, as well as a psychological process that encourages such action at the time before buying, when buying, using, spent produkdan services after doing the above matters or activities evaluated.
Philip Kotler and Kevin Lane Keller [2] states consumer behavior is the study of how individuals, groups and organizations select, purchase, use, and how goods, services, ideas, or experiences to satisfy their needs and desires.
Nembah F. Hartimbul Ginting (2011: 33) defines consumer behavior is an individual act in meperoleh, use and dispose of goods and services the economy, including the decision-making process before setting actions.
Meanwhile, according to Supranto & Nandan Limakrisna [3] defines the behavior of consumers as a dynamic interaction between cognition, affect, behavior, and environment in which humans carry out exchange activities in their lives.
Schiffman and Kanuk book Sumarwan Ujang [1] defines an election decision as an act of two or more alternative options. A consumer who wanted to do a choice he should have alternative options.
According Ujang Sumarwan [1] that: the consumer's decision to decide to purchase or consume certain products will be preceded by the introduction of measures needs, the time, the situation changes, the ownership of the product, product consumption, individual differences, the influence of marketing, information retrieval, search internal and external search.
Kotler and Armstrong (2001) states that, perception is the process whereby a person select, organize, and interpret information to form a meaningful picture of the world.
II. METHODS
Based on theresearch method is a survey carried out among populations large and small, the data studied are data from a sample taken from the population, so the found events relative, distribution and relationships between variables sociological or psychological. [4]. Based on their explanations level which is a descriptive study was conducted to determine the value of an independent variable, either one or more variables(independent)without making comparisons, or connect between one variable with another variable [4]. Based on the type of data and the model data analysis which is quantitative research. Quantitative data is data that form of words, sentences, schematics, and pictures [4].
Population and sampling population in this study is the education at a high cost. Parubak (2004) explains that, the choice of respondents was taken usingmethod, accidental samplingwhich is determined by chance in the sense that all users of education at a high cost. Data analysis technique used is the analysis of factors, with a sample of 100 people.
DATA COLLECTION TECHNIQUES
Interview (interview) is a dialogue conducted by the interviewer (the interviewer) to obtain information from interviewees (interviewer).Researchers used the free interview that the interviewer is free to ask about anything, but also remember about the data that will be collected.
Questionnaire (questionnaire) is a number of written questions that are used to obtain personal information from respondents about, or things he knew. Researchers use the enclosed questionnaire, which already provided the answer questionnaire so that respondents can just choose.
DATA ANALYSIS TECHNIQUES
Data analysis method used was the factor analysis with SPSS for windows. Malhotra (1996) explains that the factor analysis is a group of procedures that are used to reduce or summarize data.
Multiple Linear Regression Analysis
Multiple linear regression analysis used in this study to determine the influence of consumer perception towards education at a high cost which is reflected in the three variables, namely variables brandimage,cost and facilities.
Multiple regression analysis is used to determine the relationship of independent variables on the dependent variable, as proposed by Sugiyono (2007) that the multiple linear regression analysis is used by researchers, when the researchers intend to predict how the situation (rise and fall) the dependent variable (criterion), if two or more independent variables as predictors factors manipulated (ups and downs of the value).
THE THEORETICAL FRAMEWORK
Based on a literature review that has been presented, the framework is the decision to choose education with expensive fees as follows:
1. Independent Variables (free) as a consumer motivation.
Someone chose education at a high cost, because such education has attributes that meet individual needs so as to encourage consumers to enroll in the school. The study attributes identified as benefits are sought to meet the desire for better education are as follows: a. Quality b.
Facility c. Cost d. Location
2. Dependent Variable (affected) as the variable behavior of consumer behavior is a manifestation of consumer preference in choosing education at a high cost.
POPULATION AND SAMPLE
population in this study is consumers who choose education at a high cost. In this study, the number of samples to be studied there were 100 respondents to themethod. accident sampling
III. RESULT AND DISCUSSION
of this analysis is used to examine the relationship between independent variables and the dependent variable is the variable characteristic of education at a high cost to the consumer behavior in choosing education with a model that has been determined, the results are as follows:
Y = - 3.604 + 0,554x1 + 0, 44x2 +0,46x3+0,0075x4
X1 X2 X3 X4
r2 0.238 0.1616 0.1596 0.0005
prob (0.00001) (0.00012) (0.0001 (0. 9495)
t 5.13 4.024 3.993 -0.069
F ratio: 37.271 Prob : 0.000001 Multiple R:0.830
Based on the results of the regression analysis, we can know the role of each variable separately motivation of the decision to choose education with expensive fees are variable quality significantly influence the decision to choose education at a high cost which is indicated by the t value (5.13) is greater than the value t table (1.685) with the magnitude of the effect of 0.554. As for the variable facilities, significantly influence the decision to choose education at a high cost as evidenced by the t value (4.024) is greater than the value t table (1.685). and have the effect of 0.44. Variable fees are set for education is a variable that significantly influence the decision to choose education at a high cost as evidenced by the t value (3.993) is greater than the value t table (1.685) .Variabel locations in education does not significantly influence the decision choose education at a high cost as evidenced by the t value (0.069) is smaller than the value t table (1.685).
Results of the analysis showed that simultaneously together or simultaneous four variables significantly influence the decision to choose education at a high cost because nlai F ratio of 37.271, with a probability of 0.00001 or 0.001%. Even if viewed individually or separately variable x4 not as significant as independent variables in education but if together four variables are significant as predictors.
IV. CONCLUSIONS
1. Based on thean analysis of the effect of various attributes individually, each found that the variable quality, facilities variable and variable costs have a significant influence on consumer behavior in choosing education at a high cost. Among these variables, quality attributes are the variables that most influence. However, if viewed four variables simultaneously then all these variables have a significant influence they deserve as a predictor variable.
2. For simultaneous analysis results can be seen that together or simultaneous four variables significantly influence the decision to choose education at a high cost because nlai F ratio of 37.271 with a probability of 0.00001 or 0.001%. Even if viewed individually or separately variable x4 is not significant as variables influence in education, but if together four variables are significant as predictors.
REFERENCES
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