Faktor-Faktor yang mempengaruhi Mahasiswa Jurusan Ekonomi Kewirausahaan Buddha memilih Program Studi Bisnis dan Manajemen Buddha di Sekolah Tinggi Agama Buddha Negeri Sriwijaya Tangerang Banten

Abstract

This study aims to determine the factors that influence student decisions with a presentation measuring instrument from Suharsini Arikunto on student interest in choosing Buddhist Business and Management study programs. The research sample amounted to 27 students from the Department of Economics and Buddhist Entrepreneurship, Sriwijaya State Buddhist College, Tangerang, Banten. The method of collecting data was a questionnaire, which was analyzed using Hidayat’s MS Excel version. The results showed that intrinsic interest factors such as personality, college image, and lecturers' personal, had a significant positive indirect effect on students' attitudes and decisions in choosing Buddhist Business and Management study programs. Meanwhile, extrinsic factors such as parents and peers have a significant positive effect on student decisions. In developing promotion strategies, institutions need to pay attention to factors that influence student decisions, improve their image through study programs without ignoring other aspects, namely by developing curriculum, services, as well as the quality of lecturers.