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Faktor-Faktor Yang Mempengaruhi Keputusan Mahasiswa Memilih Program Studi Ilmu Komunikasi Untuk Menentukan Strategi Komunikasi Pemasaran Fikom Budi Luhur

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Faktor-Faktor Yang Mempengaruhi Keputusan Mahasiswa Memilih Program Studi Ilmu Komunikasi Untuk Menentukan Strategi Komunikasi Pemasaran Fikom Budi Luhur AVANT GARDE, VOL. 07 NO. 02, DESEMBER 2019, 247-265 Faktor-Faktor Yang Mempengaruhi Keputusan Mahasiswa Memilih Program Studi Ilmu Komunikasi Untuk Menentukan Strategi Komunikasi Pemasaran Fikom Budi Luhur Bintarto Wicaksono, Rini Lestari, Mulyati e-mail: [email protected] Universitas Budi Luhur, Jl. Ciledug Raya, Petukangan Utara, Jakarta Selatan, 12260 Submitted: 01 DecemBer 2019 Revised: 14 December 2019 Accepted: 19 December 2019 Abstrak Penelitian ini didasari oleh adanya pertanyaan mengenai faktor-faktor apa sajakah yang mempengaruhi mahasiswa dalam memilih program studi Ilmu Komunikasi di Universitas Budi Luhur, Jakarta yang selanjutnya akan dijadikan bentuk-bentuk strategi dalam promosi. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Informasi digali dan disajikan dengan metode Analisi Faktor. Tahapan dalam penelitian ini diawali dengan studi literatur, menentukan variabel dan indikator. Data lapangan dikumpulkan melalui penyeBaran kuesioner disajikan sesuai fakta yang ada, terorganisir dan sistematis. Hasil penelitian ini menunjukkan Bahwa faktor paling dominan mahasiswa memutuskan untuk memilih prodi Ilmu Komunikasi adalah faktor kelompok reference yaitu saran dari guru, teman, dan orangtua. Selanjutnya dari hasil penelitian di turunkan dalam strategi-strategi promosi oleh tim Promosi dan Peneriamaan mahasiswa Baru Universitas Budi Luhur Jakarta. Kata Kunci: analisis faktor, strategi komunikasi, survei Abstract This research is based on the question of what factors influence students in choosing the Communication Studies program at Budi Luhur University, Jakarta, which will then be used as forms of strategy in promotion. This research is a quantitative study using survey methods. Information is extracted and presented using the Factor Analysis method. The stages in this research begin with the study of literature, determining variables and indicators. Field data collected through the distribution of questionnaires are presented in accordance with available facts, organized and systematic. The results of this study indicate that the most dominant factor of students deciding to choose the Communication Studies study program is the reference group factor, namely suggestions from teachers, friends, and parents. Furthermore, the results of the research were revealed in the promotion strategies by the Promotion Team of new students at Budi Luhur University Jakarta. Keywords: factor analysis, communication strategic, survey PENDAHULUAN komunikasi terus bertambah. Jurusan Ilmu Memilih tempat kuliah dan jurusan Komunikasi tumbuh subur di seluruh yang akan diambil bukanlah hal yang Indonesia. mudah dan sederhana. Banyaknya jurusan Besarnya animo calon mahasiswa atau program studi yang ditawarkan di yang memilih jurusan ilmu komunikasi perguruan tinggi terkadang membuat calon Universitas Budi Luhur tentunya mahasiswa dan orangtua mencari tahu dipengaruhi faktor-faktor tertentu. keunggulan dan prospek kerja lulusan dari Terdapat banyak faktor yang program studi tersebut. Ilmu Komunikasi mempengaruhi seseorang dalam belakangan ini berkembang pesat sekali, mengambil keputusan berdasarkan kajian minat calon mahasiswa kuliah di jurusan penelitian yang dilakukan oleh Risnawati 247 AVANT GARDE, VOL. 07 NO. 02, DESEMBER 2019, 247-265 248 dan Irwandi (2012:65) faktor-faktor terhadap mahasiswa baru angkatan 2018 tersebut adalah citra, minat, keputusan Fakultas Ilmu Komunikasi Universitas bersama, dan tersedianya lapangan kerja. Budi Luhur Jakarta. Tujuan survei tersebut Penelitian (2011) Muzamil dan Harsasi adalah untuk mengidentifikasi faktor- menemukan 4 faktor yaitu; reputasi, faktor apa yang mempengaruhi mahasiswa fleksibilitas, fasilitas, dan kelompok dalam memilih Program Studi Ilmu reference. Komunikasi. Berdasarkan latar belakang ini peneliti bermaksud melakukan survei Tabel 1 Jumlah mahasiswa program studi Ilmu Komunikasi tahun 2015-2017 Universitas Budi Luhur Jakarta Tahun angkatan 2015 2016 2017 2018 Jumlah Mahasiswa 910 809 627 615 Sumber: DTI Universitas Budi Luhur Penelitian diawali dengan penelitian ini adalah dari hasil analisis melakukan studi literatur dengan tema faktor menunjukkan bahwa semua variabel serupa yang peneliti lakukan dengan cara yang berjumlah enam belas berpengaruh membaca sebanyak-banyaknya referensi terhadap pemilihan jurusan akuntansi di dari jurnal-jurnal yang ada. BeBerapa STIE Perbanas. Faktor tersebut terdiri dari penelitian yang menjadi bahan kajian empat faktor utama yaitu (citra, minat, literatur tersebut antara lain adalah: keputusan bersama, tersedianya lapangan penelitian berjudul “Faktor-faktor yang kerja) dan satu faktor temuan baru Mempengaruhi Mahasiswa Memilih (layanan dan fasilitas kampus yang sangat Program Studi Akuntansi Universitas menunjang). Terbuka” karya Moh. Muzamil dan Terakhir penelitian berjudul Meirani Harsasi yang dipublikasikan oleh “Analisis Faktor-faktor yang Universitas terbuka pada tahun 2011. Mempengaruhi Keputusan Mahasiswa Penelitian tersebut dilakukan untuk Dalam Memilih Program Studi oleh mengetahui factor-faktor yang menjadi Marhadi Saputro (2017) Hasil penelitian alasan kuat mahasiswa memilih program adalah: (1) faktor-faktor yang studi akuntansi Universitas Terbuka. Hasil mempengaruhi keputusan mahasiswa penelitian menunjukkan bahwa faktor dalam memilih Program Studi Pendidikan penentu pemilihan program studi Matematika adalah faktor keluarga, teman Akuntansi UT meliputi reputasi, sejawat, kepribadian calon mahasiswa, fleksibilitas, fasilitas, dan kelompok acuan. sekolah asal, citra kampus, dan prospek Ada juga penelitian lain yang lapangan kerja; (2) faktor-faktor tersebut berjudul “Analisis Faktor atas secara bersamaan memberikan pengaruh Pengambilan Keputusan Mahasiswa Untuk terhadap keputusan mahasiswa dalam Memilih Jurusan Akuntansi di STIE memilih program studi; dan (3) citra Perbanas Surabaya” karya Erlita Risnawati kampus dan prospek lapangan kerja dan Soni Agus Riswandi (2012). Hasil merupakan faktor yang paling berpengaruh AVANT GARDE, VOL. 07 NO. 02, DESEMBER 2019, 247-265 249 terhadap keputusan mahasiswa dalam membantu mengarahkan perilaku memilih program studi. konsumen para anggota masyarakat tertentu. Budaya memperlengkapi Perilaku Konsumen orang dengan rasa identitas dan Menurut Kottler (2009 : 166) pengertian akan perilaku yang perilaku konsumen adalah studi tentang dapat diterima di dalam bagaimana individu, kelompok, dan masyarakat. Budaya merupakan organisasi memilih, membeli, karakter yang penting dari suatu menggunakan, dan bagaimana barang, sosial yang membedakan dari jasa, ide, atau pengalaman untuk kelompok kultur lainnya. Apa yang memuaskan kebutuhan dan keinginan dimakan seseorang, bagaiman mereka. Swastha dan Handoko (2000 : 10) mereka berpakaian, apa yang mendefinisikan perilaku konsumen sebagai mereka pikirkan dan rasakan, kegiatan – kegiatan individu yang secara bahasa apa yang mereka bicarakan langsung terlibat dalam mendapatkan dan adalah dimensi dari kultur (Setiadi, mempergunakan barang – barang dan jasa 2008 :334). Menurut Sumarwan ( – jasa, termasuk didalamnya proses 2002 : 195) budaya adalah segala pengambilan keputusan pada persiapan nilai, pemikiran, simbol yang dan penentuan kegiatan – kegiatan mempengaruhi perilaku, sikap, tersebut. keperrcayaan, dan kebiasaan Menurut Kotler (1997 : 153) faktor seseorang dan masyarakat. Setiap utama yang mempengaruhi perilaku budaya terdiri dari subbudaya yang pembelian konsumen yaitu faktor budaya, lebih kecil yang memberikan lebih faktor sosial, faktor pribadi dan faktor banyak ciri-ciri dan sosialisasi psikologis. Menurut Sunarto (2004 : 97) khusus bagi anggota – anggotanya. pembelian konsumen secara kuat Pada dasarnya masyarakat dipengaruhi oleh karakteristik budaya, memiliki strata sosial. Stratifikasi sosial, pribadi dan psikologis. lebih sering ditemukan dalam a. Faktor budaya bentuk kelas sosial. Sedangkan Faktor budaya dipengaruhi oleh menurut Sumarwan (2002 : 218) budaya, sub budaya dan kelas kelas sosial merupakan bentuk lain sosial. Budaya adalah penentu dari pengelompokan masyarakat ke keingian dan perilaku yang paling dalam kelas atau kelompok yang mendasar. Budaya juga merupakan berbeda. Kelas sosial akan kumpulan nilai – nilai dasar, mempengaruhi jenis produk, jenis persepsi, keinginan dan tingkah jasa, dan merek yang dikonsumsi laku yang dipelajari oleh seorang oleh konsumen. Kelompok status anggota masyarakat dari keluaraga mencerminkan suatu harapan dan lembaga penting lainnya. komunitas akan gaya hidup di Menurut Schifman & Kanuk (2008 kalangan masing–masing kelas dan : 358) budaya adalah keseluruhan juga estimasi sosial yang positif kepercayaan, nilai – nilai, dan atau negatif mengenai kehormatan kebiasaan yang mempelajari yang AVANT GARDE, VOL. 07 NO. 02, DESEMBER 2019, 247-265 250 yang diberikan kepada masing – serta perilaku orang lain. masing kelas (Setiadi, 2008 : 299). Sedangkan kelompok disosiatif b. Faktor sosial adalah kelompok yang nilai – Dalam faktor sosial, kelompok nilainya atau normanya referensi, keluarga, peran sosial berusaha dihindari oleh orang dan status mempengaruhi perilaku lain. pembelian. Kelompok referensi 3. Kelompok Formal dan (reference group) adalah semua Kelompok Informal kelompok yang mempunyai Kelompok formal merupakan pengaruh langsung (tatap muka) kelompok yang memiliki atau tidak langsung terhadap sikap peraturan – peraturan yang atau perilaku orang tersebut. tegas, organisasi dan Menurut Assel (dalam Sutisna, strukturnya dimodifikasi secara 2002 :176) kelompok rujukan
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