STUDENTS’ DRIVE FACTORS OF INTEREST TO CHOOSE DARMA AGUNG UNIVERSITY AND SEGMENTATION.
The study aims to find out the main factors that encourage students to choose to study at the University of Darmaa Agung (UDA); To find out the target market for the UDA. Urgency of research is: Additional information for UDA’s management in institutional development; References to similar research in the future; Increased research performance of UDA lecturers. Research respondents were 202 new UDA students. The analysis technique used is Cluster Analysis and Exploratory Factor Analysis. Research findings were: The optimal target market profile is served by UDA, namely: Birthplace outside Medan in North Sumatra province; Origin of a high school outside Medan in North Sumatra; The number of family members is above 5 people; Parents work as farmers; Addressing Parents outside Medan in North Sumatra; Hobbies Sports, especially football. The main factors that encourage students to choose UDA include the popularity of the university, increased skills / expertise, student affairs, and university governance
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