DECISION ANALYSIS OF SELECTING POSTGRADUATE PROGRAMS THROUGH PLACE, MARKETING COMMUNICATION, PRICE PERCEPTION AND SERVICE QUALITY (SURVEY OF ENGINEERING

: This study aims to analyze the decision analysis to choose a postgraduate program through Place, Marketing Communication, Price Perception and Service Quality. The results of the study using primary data in the form of questionnaires to 100 students of the Faculty of Engineering at the University of West Jakarta with the Structural Equation Modeling (SEM) method showed that Place, Marketing Communication, Price Perception and Service Quality had a positive and significant effect on the decision to choose a postgraduate program. Judging from the results of the SEM Place calculation analysis has an estimate coefficient of 0.36 or 36%, Marketing Communication has an estimate coefficient of 0.15 or 15%, Price Perception has an estimate coefficient of 0.30 or 30%, Service Quality has an estimate coefficient of 0.24 or 24% influence on the decision to choose a postgraduate program. This shows that if Place, Marketing Communication, Price Perception and Service Quality have increased, it will affect the decision to choose a Postgraduate Program


INTRODUCTION
Education is very important for every individual. Education can be done using a variety of methods, namely learning the knowledge, skills and habits of a group of people who are passed down from one generation to the next through teaching, training, or research. Education is a supporting factor that plays a very important role in all sectors. Humans need education in their lives. Education is an effort so that humans can develop their potential through the learning process and / or other methods known to the community.
Data obtained from the Directorate of Regular Marketing 1 at Mercu Buana University, once distributed customer satisfaction questionnaires to 300 student parents to fill out the questionnaire, it was found that most parents saw that the payment system at UMB had advantages because it could be paid in installments, besides that most of them parents will recommend UMB as the right choice of place to study to others. Parents assess the location of the UMB campus as having a strategic location. In addition, the cost of education at UMB is classified as medium and affordable. Parents of students assess the location of the UMB campus as having a strategic location. In addition, the cost of education at UMB is classified as medium and affordable. Furthermore, the parents admit that while their sons and daughters study at UMB they are able to form a better personality and create good competence. The price factor is also one of the considerations for parents in choosing a place to study. In addition, professional teaching staff or lecturers, graduates meet the needs of industry and society in global competition, guaranteeing immediate employment.
The results of a survey conducted by the Marketing Directorate of Mercu Buana University show that the administrative process includes easy management and services, the cost of education at UMB is in the medium category and can be paid in installments according to ability. Good service is one of the factors that can influence parents to be loyal to UMB and make UMB a place to study at the University level for students. Mercu Buana University provides study opportunities for anyone who wants to continue their studies to a higher level. Tuition fees at UMB are classified as affordable tuition fees and UMB provides many conveniences and ways to ease the burden on student parents in making study payments, with an installment system and can be seen in Figure 2 below.

Source : Marketing Directory Reguler 1 -Universitas Mercu Buana (2017) Fig 2. Assessment Results for Administration Processes
Postgraduate is one of the faculties owned by Mercu Buana University. A preliminary survey was also conducted on 25 respondents. The preliminary survey was carried out to find out what factors the student made as a benchmark for choosing a Postgraduate Program with the results as in the table below: The pre-survey results in Table 1. show that the factors of Place, Marketing Communication, price perception, Service Quality have the most influence on the Decision making the Postgraduate Program. The process of selecting a college graduate program is a big decision as parents and relatives also take part in choosing a college. This is because going to college involves a large amount of money and is also a long-term decision that will affect student life in the future. Career, friendship, social life, to the personal satisfaction of students after graduating are also taken into consideration at the beginning of choosing a college and then making the decision to go back to the same university. Based on the phenomena and the results of the preliminary survey, this research was conducted to analyze the factors that influence student decisions in choosing postgraduate programs at Mercu Buana University.

LITERATURE REVIEW
Place. Location or place is a company activity that makes products available to targets (Kotler, 2009). Place is a distribution channel, namely a series of interdependent organizations that are seen in the process of making a product or service ready for use or consumption. Location means relating to where the company should be headquartered and carry out operations. Lupiyoadi & Hamdani (2008) states that the place in services is a combination of location and decisions on distribution channels, in this case it is related to how to deliver services to consumers and where the strategic location is. Meanwhile, Elliot et al (2012) stated that location or place is a company activity to distribute products or services that are available to consumers at the right time and place. There have been many studies related to location / place regarding purchasing decisions or consumer decisions in choosing something, one of which is research conducted by Kuyram (2013) which states that place and people have an influence on making decision making.

Marketing Communication.
Communication is a social process that occurs between at least two people where someone sends a certain number of symbols to others. Meanwhile, marketing is the process of giving satisfaction to consumers to get a profit (Kotler & Keller, 2012). It can be concluded that the notion of marketing communication is a communication activity aimed at conveying messages to consumers using a number of media and various channels that can be used with the hope of three stages of change, namely changes in knowledge, changes in attitudes, and changes in the desired actions. Kennedy (2009)  more time. Price communicates the intended value positioning of the company's product or brand to the market. A well designed and marketed product can sell at a high price and generate a large profit. Perceptions of price are often identified with perceptions of quality and perceptions of costs incurred to obtain a product. Meanwhile, Assauri (2007) argues that price perception is related to how price information is fully understood by consumers and provides deep meaning for them, an approach to understanding the perception of information that has been offered so far. Several researches related to price perceptions and purchasing decisions or consumer decisions in choosing something have been carried out, including research conducted by Pungnirund (2013) and Satit et al (2011) which shows that prices influence purchasing decisions.
Service Quality. Service quality is an abstract and elusive construct because of 3 unique features related to services, namely intangibility, heterogeneity and inseparability of production & consumption (Parasuraman, 1991). Kiew and Chee (2010) state that service quality also involves perceptions and expectations of the level of service provided to consumers to meet their needs. Meanwhile, Zeithaml (2013) states that service quality is defined as an evaluative assessment of the consumer regarding the level of excess of service performance. Service quality can be achieved if management at the top level provides leadership and demonstrates commitment (Levy and Weitz, 2012). A number of studies related to service quality and purchasing decisions or consumer decisions in choosing something have been carried out, among the research conducted by Yee and Yazdanifard (2014) & Harjati and Venice (2015) states that there is a significant and strong relationship between service quality and purchasing decisions.

RESEARCH METHODS
This research is a research with quantitative methods and by using the method of causal analysis. The research method used in this research is the survey method. The population used in this study were students in semesters 6-8 who were active in universities in West Jakarta. Meanwhile, the sample is part of the number and characteristics of the population (Sugiyono, 2012). According to the population, the generalization area consists of objects or subjects that have certain qualities and characteristics that are determined by the researcher to study and then draw conclusions (Sugiyono, 2012). The determination of the sample size to be examined in this research uses Hair (2010), which is the number of indicators multiplied by 5, namely 18 x 5 with a total sample of 90 respondents. The sampling method used in this research is convenience sampling, which is a sampling technique with considerations of convenience only. Data were collected using a questionnaire. The data analysis method used in this study was SEM -Lisrel.

RESULTS AND DISCUSSION Results
This study examines the observed indicators of Voting Decisions. For validity tests that are processed in SEM all statements must have a Standardize Loading Factor (SLF) value> 0.7 to be considered valid. From the results of data processing, it can be seen that the place variable has an SLF value> 0.7 so that all indicators are declared valid. Likewise for marketing communication, price perception, and service quality variables which have an SLF value <0.7, so all indicators are declared valid. The next analysis is to test the reliability of all variables using the criteria for the value of CR> 0.70 and VE> 0.5, so that it can be concluded that all variables are declared reliable in this research. After the feasibility test of the data is carried out, the next  It can be seen in the table above that the measurement model test shows that the overall model fit value has shown a fit value. Because the measurement model test has Good Fit and does not need to be modified, the analysis is continued to the structural model test, which results will be the same as the measurement model test in the table above.
After obtaining a structural model with a good Goodness of Fit, the next step is to test the hypothesis. In this study, there are 5 hypotheses as previously described and the significance of each variable relationship was tested. The significance value (α) used is 0.05 or 5% with a t value of ≥ 1.96 (Wijanto, 2008). The estimated value of the causal relationship from the structural model tested and the results of hypothesis testing by looking at the t value in the relationship between variables and can be seen in the following table (information: said to be influential if the t-value ≥ 1.96) is as follows: Price perception has a positive and significant effect directly on the Decision making a postgraduate program. In other words, if the price perception increases, it will affect the Decision making a tertiary education postgraduate program. The results of this study also confirm the research results of Pungnirund (2013) &Rani andTjiptono. (2016) whose results show that costs influence the Decision making.
Service Quality has a positive and significant effect directly on the Decision making a Postgraduate Program. In other words, if the quality of service has increased, it will affect the Decision making a postgraduate program. The results of this study also confirm the research results of Yee and Yazdanifard (2014) and Zhafira et al (2013), which show that service quality influences the Decision making.
Several research operational variables that can be assigned to each university, especially postgraduate study programs, are that universities are expected to provide information on easy access to transportation, as well as the small amount of information related to exhibitions and demonstrations that reach consumers based on research results that are the attention of universities to be improved. Besides, information on prices and as well as trust in choosing universities to be easier to understand and to improve service quality to meet consumer needs.