OPTIMASI STRATEGI OPERASIONAL DAN PEMASARAN PERGURUAN TINGGI MELALUI PEMODELAN SISTEM DINAMIS DAN ANALISIS STATISTIK PREFERENSI MAHASISWA BARU DI WILAYAH MOJOKERTO
DOI:
https://doi.org/10.51878/cendekia.v5i3.5811Keywords:
strategi operasional dan pemasaran, pemodelan sistema dinamis, análisis statistikAbstract
The growing competition among higher education institutions in Mojokerto Raya compels universities to develop more adaptive and data-driven operational and marketing strategies. This study aims to analyze the influence of various factors—including internal, external, academic, non-academic, technological and informational, as well as socio-economic—on students' decisions in selecting a university. A quantitative approach was employed with 100 respondents selected using purposive sampling. Data were analyzed using SmartPLS to examine the significance of each factor’s influence. The results show that internal factors, academic quality, and information technology have a significant impact on students' decisions, while external, non-academic, and socio-economic factors are not statistically significant. This research also applies a system dynamics approach to simulate the interactions among strategic variables, providing insights for policymakers in designing long-term strategies based on student preferences. These findings highlight the importance of understanding psychological and digital considerations in optimizing operational and marketing strategies for higher education institutions in today’s competitive landscape.
ABSTRAK
Tingginya persaingan antar perguruan tinggi di wilayah Mojokerto Raya mendorong institusi pendidikan tinggi untuk menyusun strategi operasional dan pemasaran yang lebih adaptif dan berbasis data. Penelitian ini bertujuan untuk menganalisis pengaruh berbagai faktor—meliputi faktor internal, eksternal, akademik, non-akademik, teknologi dan informasi, serta sosial dan ekonomi—terhadap keputusan mahasiswa dalam memilih perguruan tinggi. Pendekatan kuantitatif digunakan dengan 100 responden yang dipilih melalui teknik purposive sampling. Data dianalisis menggunakan SmartPLS untuk menguji signifikansi pengaruh masing-masing faktor. Hasil menunjukkan bahwa faktor internal, akademik, serta teknologi dan informasi memiliki pengaruh yang sangat signifikan terhadap keputusan mahasiswa, sedangkan faktor eksternal, non-akademik, dan sosial ekonomi tidak signifikan. Penelitian ini juga memanfaatkan pendekatan sistem dinamis untuk mensimulasikan interaksi antar variabel strategis, memberikan wawasan bagi pengambil kebijakan dalam merancang strategi jangka panjang berbasis preferensi mahasiswa. Temuan ini memperkuat pentingnya pemahaman terhadap faktor-faktor psikologis dan digital dalam optimalisasi strategi operasional dan pemasaran perguruan tinggi di era kompetitif saat ini.
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