Studi Mengenai Persepsi dan Keputusan Memilih Perguruan Tinggi Mahasiswa Tingkat Pertama di IIB Darmajaya Selama Pandemi COVID-19

Novita Sari Idham, Aswin Aswin, Winni Sari

Abstract


Covid-19 telah membawa beberapa dampak negatif secara global, termasuk menurunnya minat untuk mendaftar di perguruan tinggi karena masalah ekonomi. Tujuan dari penelitian ini adalah untuk mengungkapkan persepsi mahasiswa tahun pertama mengenai pengalaman/paparan IIB Darmajaya secara keseluruhan khususnya pada masa Pandemi Covid-19. Selanjutnya, Peserta akan membantu Peneliti untuk mengungkap keputusan pembelian mereka setelah menerima paparan dan informasi dari IIB Darmajaya. Selain itu, Peneliti akan memperoleh pengungkapan apakah Pandemi Covid-19 mempengaruhi keputusan pembelian mereka dalam memilih perguruan tinggi. Penelitian ini menggunakan pendekatan studi fenomenologi kualitatif. Untuk memperoleh data, peneliti menggunakan metode wawancara mendalam. Sampel dari 14 mahasiswa tahun pertama IIB Darmajaya Bersama dengan sejumlah kriteria seleksi turut diidentifikasi. Studi ini menemukan bahwa mahasiswa cenderung memiliki persepsi yang baik tentang IIB Darmajaya mengenai keterjangkauan biaya, aksesibilitas informasi dan referensi pemasaran. Akreditasi yang sangat baik menjadi alasan yang paling banyak disebutkan mengapa mahasiswa memilih Darmajaya sebagai perguruan tinggi favorit mereka. Sementara ditemukan jawaban yang seimbang apakah Covid-19 berpengaruh terhadap keputusan pembelian mereka atau tidak.

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