Abstract:
This study aims to analyze the effects of product, price, promotion, location, facility and service toward student decision to choice of STIKes Payung Negeri. The samples in this study were 100 respondens with slovin methods. The data analysis using multiple linear regression analysis (Simultaneously and partially) with SPSS 16.0.
The test result, shown that all of independent variables, have significant influence to dependent variable simultaneously (F test), and Partial test (T test)view, shown that product, price, promotion, location, facility and service have a significant influence toward the student decision choice respectively shown at moderate level (sixty two percent). The relationship of the independent variables with dependent variable is shown at moderate level (sixty two percent). So the dependent variable of this study can be a predictor of Student decision choice towards study at STIKes in Pekanbaru especially in STIKes Payung Negeri.
The research result shown that the marketing mix was build by STIKes Payung Negeri Pekanbaru have a significant influences toward student decision to choice STIKes Payung Negeri, so this institution must take care about our condition and controling continously.
