FACTORS AFFECTING STUDENTS CHOOSING MANAGEMENT STUDY PROGRAM (CASE STUDY ON THE FACULTY OF ECONOMICS AND BUSINESS, Dr. SOETOMO UNIVERSITY, SURABAYA)

The purpose of this study was to examine and analyze: The factors that influence students in choosing a Management study program at Dr. Soetomo University, Surabaya. This research is motivated by a fairly tight competition between private universities in Surabaya to attract students who will continue their studies at higher education, and the large number of study program choices. To win the competition, each private university tries to improve the quality of its study program with various strategies. On the other hand, students have many choices to decide what study program, and which private university to choose. There are certain study programs and private universities that are very popular, and some are less attractive. Therefore, it is very important that the student decision-making process in choosing a study program in a particular private university is analyzed through a study of consumer behavior. Data analysis used is quantitative, while to analyze quantitative data using multiple linear regression analysis. The results showed the R Square coefficient of 0.682 means that variations in student decisions can be explained by the cultural, social, personality, and psychological variables of 68.2%. While the remaining 31.8% can be explained by other variables not examined by this study. Simultaneous testing shows that the independent variables, namely Culture, Social, Personality, Psychology, jointly affect student decisions. This is indicated by the F Count of 61.517. From testing the research variables partially shows that the independent variables, namely Culture, Social, Personality, Psychology, have an effect on the dependent variable, namely Student Decisions. From the independent variables, namely Culture, Social, Personality, the most dominant variable is psychological. This is indicated by the lowest level of significance, namely α = 0.000 and the greatest coefficient, namely the t value of 4.766.


Sub-culture
Each culture consists of smaller sub-cultures which provide more special characteristics and socialization for its members. Sub-culture consists of nationality, religion, racial group and geographic area. When subcultures become large and affluent enough, companies often design marketing programs specifically to serve them. Many sub-cultures make up important market segments, and marketers often design products and marketing programs tailored to their needs.

Social class
Basically, all societies have social strata. The stratification sometimes takes the form of a caste system where members of different castes are raised with certain roles and cannot change their caste membership. Stratification is more often found in the form of social class. According to Kotler (2005: 203), social class is "a relatively homogeneous and permanent division of society, which is arranged hierarchically and whose members share similar values, interests, and behaviors". According to Sumarwan (2003: 171), cultural elements include: Value Value is belief or everything that is considered important by a person or a society. Value can mean a belief about something, but value is not just a belief. Values direct a person to behave according to his culture.

Norms
Norms are societal rules about good and bad attitudes, what they can and shouldn't. Norms will direct a person about acceptable and unacceptable behavior.

Habits
Habits are various forms of behavior and actions that are culturally accepted. This habit is passed down from generation to generation from generation to generation. Myth Myth describes a story or belief that contains values and idealism for a society. Myths are often very difficult to prove. Symbol Symbol is anything (object, name, color, concept) that has other important meaning (the desired cultural meaning).

Social
According to Lamb (2001) in Koesoemaningsih (2013) social factors are a group of people who both closely consider equality in community status or respect who continually socialize among themselves both formally and informally. According to Setiadi (2003: 12), a consumer's behavior is also influenced by social factors such as: reference group, family, and the role and status of consumers, these factors influence consumer responses.

Reference Group
Reference groups are all groups that have a direct or indirect influence on a person's attitude or behavior. Groups that have direct influence on a person are called membership groups. Some membership groups are primary groups, such as family, friends, neighbors and co-workers, who interact with a person on an ongoing and informal basis. People also belong to secondary groups,such A person who is motivated is ready to act. How a person who is motivated to act will be influenced by his perception of certain situations. According to Kotler (2005: 216) perception is a process used by an individual to choose to organize and interpret inputs, information to create a meaningful picture of the world. Everyone's perception of an object will be different Learning According to Assael (1992) in Setiadi (2003: 185), consumer learning is a change in behavior that occurs as a result of past experiences. Consumers gain various experiences in purchasing products and what product brands they like. Consumers will adjust their behavior with past experiences.

Beliefs and Attitudes
Through acting and learning, one gains confidence and attitude. Both then influence their buying behavior. According to Kotler (2005: 218), belief is a description of one's thoughts regarding the image of something. People's beliefs about a product or brand influence their purchasing decisions. Meanwhile, according to Kotler (2005: 219) attitude is an evaluation, emotional feelings, and a tendency for actions that are beneficial or not beneficial and last a long time for a person towards certain objects or ideas. Kotler (2005: 42) suggests that decision making is an individual activity that is directly involved in obtaining and using the goods offered. According to Kotler (2017: 235) before deciding to purchase goods or services, consumers usually go through 5 stages, namely 1. Introduction of the problem. The buying process begins when the buyer recognizes a problem or need. The recognition of this need is intended to identify unfulfilled and unfulfilled needs and wants 2. Information search. Someone who is moved by the stimulus will try to find more information which is involved in the search for needs. 3. Alternative evaluation is a process in which an alternative choice is adjusted and selected to meet consumer needs. How consumers evaluate alternative goods to be purchased depends on each individual and the specific buying situation. 4. The buying decision is a process in real buying. So, after the steps above are carried out, consumers must make a decision whether to buy or not. Behavior after purchase. The marketer's job does not end when the product is purchased, but continues into the post-purchase period. After a product purchase occurs, consumers will experience a level of satisfaction or dissatisfaction n = N / (1 + N (e ^ 2)) Where : n = Number of Samples N = Population e = Error Tolerance Limit (Error) is 5%

Consumer Decisions
120 Thus the research sample used in the study was 120 undergraduate students class 2017 management study program at the Faculty of Economics and Business, University of Dr. Soetomo, Surabaya. The sampling was determined by accidental sampling.

Data Retrieval Technique
The data collection technique in this study was carried out by distributing questionnaires and measuring the scale of the research questionnaire using a Likert scale. Operational Definition of Variables The variables used in this study: The dependent variable is student decision (Y) and the independent variable (X), which consists of: It is a student action to choose a management study program based on the beliefs, habits, thoughts, feelings that a student has from generation to generation, or from generation to generation. Furthermore, cultural variables are measured through indicators (Sumarwan, 2003: 171): a. Good and bad views (X1.1) b. Hearing habits (X1.2) c. Assessment of quality (X1.3) 2. Social (X2) Is a group of people such as friends, family, and students' social status in society, who influence students in choosing management study programs. Social factors are measured through indicators (Setiadi, 2003: 12).
a. Friend presence (X2.1) Is the existence of friends who can influence students in choosing a management study program. b. Existence of family (X2.2) Is the existence of parents or siblings who can influence students in choosing a management study program. c. Social status in society (X2.3) Is the social position of students in a group in society. 3. Personality (X3) Personality is the nature and habit patterns of students, which are influenced by their immediate environment, to choose a management study program which is then expressed in an act of deciding which management study program they choose. Personality factors are measured through indicators (Kotler, 2017: 222) a. Parents' occupation (X3.1) It is an activity for parents of students to make ends meet. b. Lifestyle (X3.2) It is a student habit pattern in living their daily life.
c. The state of the economy (X3.3) Is the ability of students to pay for their studies. 4. Psychological (X4) It is the motivation or motivation from within students that influences their decision to choose a management study program. Psychological factors are measured through indicators (Kotler 2005: 215) a. Motivation (X4.1) Is the driving force for a change in a student that appears in psychological symptoms, feelings, and emotions, thus encouraging the student to choose a management study program. b. Perception (X4.2) Is the process of selecting, organizing, and interpreting information from a student about a management study program. c. Knowledge or learning (X4.3) Is a change in a student's behavior that comes from experience. 5. Student Decision (Y) It is a student process to assess and then choose from a variety of alternative study programs, according to their importance by determining a choice of a particular management study program that is considered the best. Student decision factors are measured through indicators (Kotler, 2017: 235) a. Introduction of needs (Y1) Is the identification of the needs and desires of a student that have not been met from the management study program. b. Information search (Y2) Is the collection of various information for a student about the management study program to meet his needs. c. Alternative Evaluation (Y3) Is the process of assessing several alternative study programs according to the needs of a student. d. Disconnect (Y4) Is the process of a student in selecting a real management study program.

Data Analysis Techniques
The stages of analysis in this research are: 1. Validity and Reliability Test a. Validity test Validity is a degree of accuracy in measuring research tools regarding the actual content being measured. The analysis aims to test whether each question item is valid. According to Sugiyono (2016: 134) states that if the correlation coefficient is equal to 0.3 or more (at least 0.3), then the instrument item is stated valid. b. Reliability Test A reliable instrument is an instrument that, when used several times to measure the same object, will produce the same data. The reliability of the variable is determined based on the Cronbach alpha value, if the alpha value is greater than 0.6, it is said that the variable is reliable or reliable. To simplify the analysis, the SPSS data processing application is used.

Classic Assumption Test 3. Multiple Linear Regression Analysis
Multiple linear regression analysis is used to measure the presence or absence of influence between cultural (X1), social (X2), personality (X3), psychological (X4) factors as independent variables (free) on student decisions (Y) as dependent variables (dependent) . The t test was conducted to test the significance of the partial influence between culture (X1), social (X2), personality (X3), psychological (X4) on student decisions (Y).  Table 1 above shows that the results of testing the validity of the indicators of all independent and dependent variables are valid, because the correlation coefficient (rcount) ≥ 0.3 between the item score and the total score.

Research Results and Discussion
2 Reliability Test Reliability test is used to determine the reliability or consistency of the instrument (questionnaire) used. The following are the results of reliability testing:  From table 3 it appears that the VIF value is below 10, it can be said that there is no multicollinearity. b.Heteroscedasticity Test Heteroscedasticity means that variable variations are not the same for all observations. The way to determine the symptoms of heteroscedasticity is by using the graph method. If there is no certain pattern (wavy, widened, then narrowed) and the dots spread above and below the 0 on the Y axis, heteroscedasticity will not occur.
The following is the detection of heteroscedasticity using a scatterplot chart

Picture 1 Heteroscedasticity Test
From Figure 1, it is known that the point spreads randomly either above or below the zero on the Y axis, there is no clear pattern. Hence, heteroscedasticity does not occur.

Multiple Linear Regression Analysis
The analysis in this study uses the independent variable (X) which consists of four independent variables, namely, the variable X1 (Culture), X2 (Social), X3 (Personality), X4 (Psychological), while the dependent variable (Y) is the Student Decision. To find out how much influence the independent variables X1 (Culture), X2 (Social), X3 (Personality), X4 (Psychology), on the dependent variable Y (Student Decision), it can be calculated using multiple linear regression analysis techniques. Based on the calculation results of the multiple linear regression model, the results of the regression equation are obtained which can be seen in table 4 below. The coefficient is positive, meaning that there is a positive relationship between culture (X1) and student decisions. The more the value of culture (X1) increases, the student's decision (Y).

Determination Coefficient Test (R 2 )
Testing the coefficient of determination (R2) is used to measure the proportion or percentage of the model's ability to explain the dependent variable. The coefficient of determination ranges from zero to one (0 ≤ R² ≥ 1). If R² is greater (close to one), it can be said that the influence of the independent variable (X) is large on the dependent variable (Y). This is meaningful the model used is stronger to explain the effect of the independent variables on the dependent variable and vice versa.   (X4) with α = 0.000. Because the value of α <0.05, it can be concluded that the psychological variables partially affect student decisions. 5. Whereas the highest t value among the independent variables is the psychological variable, namely 4.766. And all the probabilities on the independent variable are significant at the 5% level and those at the lowest significance are psychological variables, namely α = 0.000. That from the independent variables, namely Culture, Social, Personality, Psychology the most dominant is the Psychological variable. This is indicated by the lowest level of significance and the greatest coefficient.

Discussion
In this study, through multiple linear regression the formula Y = 0.484 + 0.259X1 + 0.088X2 + 0.240X3 + 0.320X4 is obtained. The constant is positive, meaning that it shows the positive influence of the independent variable. If the independent variable increases by one unit, the dependent variable will increase or be fulfilled. The value of all coefficients is also positive, which means that there is a positive relationship between the independent variable and the dependent variable.