New Students Recruitment System and Factors Influencing Their Choice: A Study at a State University in West Sumatera
DOI:
https://doi.org/10.31958/jaf.v10i1.5698Keywords:
Recruitment system, new student, effectivenessAbstract
Recruiting new students quantitatively and qualitatively adequate to be able to get advancement and to exist is a routine agenda of a university. Thus, new student recruitment activity should be well done and well planned so that optimum results can be reached. Ideally, new student recruitment system is done by a specific permanent body whose task is to think about the best ways to get new prospective students. This can be realized when many parties are involved to get worthy suggestions. Of course each university has different methods, Therefore, this article is aimed at completing knowledge gap on new student recruitment system and factors influencing their choice of university. Through this research, new student recruitment system at IAIN Batusangkar was found out. The study used cross-sectional design. The population of the research was all the students of IAIN Batusangkar. The sample of the study was selected using cluster sampling technique in which 3.485 students were selected to be the reseach sample.   The instrument used to collect the data of the research was a closed-ended questionnaire. The collected data was analyzed through Descriptive Statistics. The results of the research showed that there was an increase of promotion effectiveness from ineffective level in 2016 (51.01%) to effective level (62.45%) in 2018. The success of the new recruitment system to recruit new students because it was carried out in various ways, ranging from the use of brochures, scholarships, to promoting the accreditation value of the study program and institution. The most dominant factors in influencing student decision in choosing a university were parents and relatively affordable tuition.
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Meningkatkan Jumlah Mahasiswa pada
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51–67.
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Balikpapan dalam Menjaring Mahasiswa
Baru Periode 2013-2015. Jurnal Sains
Terapan, 2(2), 92–102.
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Education Policy, Planning & Administration,
6(3), 1–21.
78
AL-FIKRAH,Volume X Nomor 1, Juni 2022
Khotimah, S. (2012). Perumusan Strategi bagi
Perguruan Tinggi Swasta (PTS) untuk
Meraih Keunggulan Bersaing (Studi
Kasus pada Universitas Merdeka
Mallang). Jurnal SPREAD, 2(1), 73–84.
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Mangan, J., Hughes, A., Davies, P., & Slack,
K. (2010). Fair access, achievement and
geography: Explaining the association
between social class and students’ choice
of university. Studies in Higher Education,
35(3), 335–350.
https://doi.org/10.1080/0307507090313
1610
Mattern, K., & Wyatt, J. (2009). Student
Choice of College : How Far Do
Students Go For An Education? Journal of
College Admission, Spring, 18–29.
McMillan, J. H., & Schumacher, S. (2001).
Research in Education:a Conceptual
Introduction. In Pearson Education (pp.
114–116).
Mesran, Kristianto Hondro, R., Syahrizal, M.,
Putera Utama Siahaan, A., & Rahim, R.
(2017). Student Admission Assessment using
Multi-Objective Optimization on the Basis of
Ratio Analysis (MOORA) Modeling of
Rainfall Characteristics for Monitoring of the
Extreme Rainfall Event in Makassar City
View project Student Admission Assessment
using Multi. Siahaan 2016, 1–6.
https://www.researchgate.net/publicatio
n/320841856
Nurwildani, M. F. (2014). Analisis Faktor
Pendukung Keputusan Pemilihan
Perguruan Tinggi Tingkat Sarjana
Menggunakan Metode AHP (Analitical
Hirarki Process). Engineering: Jurnal Bidang
Teknik, 5(1).
Obermeit, K. (2012). Students’ choice of
universities in Germany: structure,
factors and information sources used.
Journal of Marketing for Higher Education,
22(2), 206–230.
https://doi.org/10.1080/08841241.2012.
737870
Purwanti, E. (2015). Analisis Faktor-Faktor
Pengambilan Keputusan Mahasiswa
Memilih STIE “Ama” Salatiga. Among
Makarti, 8(16), 40–54.
Sidin, S. M., Hussin, S. R., & Soon, T. H.
(2003). An Exploratory Study of Factors
Influencing the College Choice Decision
of Undergraduate Students in Malaysia.
Asia Pacific Management Review, 8(3), 259–
280.
Situmorang, J. R. (2012). Pemanfaatan Internet
Sebagai New Media Dalam Bidang Politik
, Bisnis , Pendidikan Dan Sosial Budaya.
Jurnal Administrasi Bisnis, 8(1), 77–91.
Tarazona, M. (2014). Determinant Factors
Contributing to Student Choice in
Selecting a University. Journal of Education
and Human Development, 3(2), 391–404.
Teranishi, R. T., Ceja, M., Antonio, A. L.,
Allen, W. R., & Mcdonough, P. (2004).
The College-Choice Process for Asian
Pacific Americans : Ethnicity and
SocioEconomic Class in Context. The
Review of Higher Education, 27(4), 527–551.
Vrontis, D., Thrassou, A., & Melanthiou, Y.
(2007). A contemporary higher education
student-choice model for developed
countries. Journal of Business Research, 60(9),
979–989.
https://doi.org/10.1016/j.jbusres.2007.0
1.023
Wilkins, S., Balakrishnan, M. S., & Huisman, J.
(2012). Student Choice in Higher
Education: Motivations for Choosing to
Study at an International Branch
Campus. Journal of Studies in International
Education, 16(5), 413–433.
https://doi.org/10.1177/1028315311429
002
Promosi pada Politeknik LP3I Medan.
Jurnal Bisnis Administrasi, 03(2), 1–9.
Al-Ali Mustafa, S., Sellami, A. L., Elmaghraby,
E. A. A., & Al-Qassass, H. B. (2018).
Determinants of College and University
Choice for High-School Students in
Qatar. International Journal of Higher
Education, 7(3), 1–15.
https://doi.org/10.5430/ijhe.v7n3p1
Al-Fattal, A. (2010). Understanding student choice
of university and marketing strategies in Syrian
private higher education (Issue September).
http://etheses.whiterose.ac.uk/1115/
Anderson, P. (1999). Factors Influencing
Student Choice in Higher Education.
Perspectives: Policy and Practice in Higher
Education, 3(4), 128–131.
https://doi.org/10.1080/1360310998171
77
AL-FIKRAH,Volume X Nomor 1, Juni 2022
1
Astuti, S. (2015). Analisis Bauran Promosi
Dalam Peningkatan Jumlah Mahasiswa
Baru di FKIP UHAMKA Jakarta. Jurnal
Utilitas, 1(1), 91–102.
Briggs, S. (2006). An exploratory study of the
factors influencing undergraduate student
choice: The case of higher education in
Scotland. Studies in Higher Education, 31(6),
705–722.
https://doi.org/10.1080/0307507060100
4333
Callender, C., & Jackson, J. (2008). Does the
fear of debt constrain choice of university
and subject of study? Studies in Higher
Education, 33(4), 405–429.
https://doi.org/10.1080/0307507080221
1802
Carolina, & Tallo, A. J. (2018). Kegiatan
Workshop untuk Meningkatkan Jumlah
Mahasiswa Program Studi Teknik. Jurnal
Teknik Arsitektur ARTEKS, 2(2), 89–98.
https://doi.org/10.30822/artk.v2i2.145
Daharnis, D., & Ardi, Z. (2016). the
Compatibility Student Choice of
University Majoring; a Preliminary
Studies. GUIDENA: Jurnal Ilmu
Pendidikan, Psikologi, Bimbingan Dan
Konseling, 6(1), 101.
https://doi.org/10.24127/gdn.v6i1.440
Dharmawansyah, S., Cangara, H., & Sultan, M.
I. (2014). Strategi Promosi dalam
Meningkatkan Jumlah Mahasiswa pada
Politeknik Negeri Media Kreatif
Makassar. Jurnal Komunikasi KAREBA,
3(4), 256–263.
Diamond, A., Vorley, T., Roberts, J., & Jones,
S. (2012). Behavioural Approaches to
Understanding Student Choice. In CFE,
HEA and TUoS.
https://www.heacademy.ac.uk/system/fi
les/resources/student_choice.pdf%0Ahtt
p://www.heacademy.ac.uk/assets/Docu
ments/research/Student_Choice.pdf
Fernandes, J. L. (2010). An Exploratory Study
of Factors Influencing the Decision of
Students to Study at Universiti Sains
Malaysia. Kajian Malaysia, 28(2), 107–136.
Fuadi, D. (2012). Efektifitas Penggunaan
Media Dalam Meraih Calon Mahasiswa
Baru: Studi Kasus Pada Lima Perguruan
Tinggi Swasta di Surakarta. Jurnal
Pendidikan Ilmu Sosial, 22(2), 144–162.
Gall, M. D., Gall, J. P., & Borg, W. R. (2003).
Educational Research: An Introduction.
In Pearson Education, Inc (Vol. 32, Issue 3,
p. 274).
https://doi.org/10.2307/3121583
Hagel, P., & Shaw, R. (2007). The Influence of
Delivery Mode on Consumer Choice of
University. European Advances in Consumer
Research. Volume 8, 8, 531–536.
Haryanti, Wijayanto, H., & Sumarwan, U.
(2016). Analysis of the Factors
Influencing Bogor Senior High School
Student Choice in Choosing Bogor
Agricultural University (Indonesia) For
Further Study. In Journal of Education and
e-Learning Research (Vol. 3, Issue 3).
https://doi.org/10.20448/journal.509/2
016.3.3/509.3.87.97
Hoerudin, C. W. (2019). Evaluation of New
Students Admission Policy Based on
Zonation System in Bandung City. Jispo,
9(2), 351–361.
Imasari, K., & Lu, C. (2010). Pengaruh Media
Periklanan terhadap Pengambilan
Keputusan Siswa SMU untuk Mendaftar
di Universitas Kristen Maranatha: Sikap
Konsumen sebagai Variabel
Moderasi(Studi Kasus Siswa SMU di
Bandung). Jurnal Bisnis Dan Ekonomi
(JBE), 17(2), 109–120.
Indrayani, E. (2011). Pengelolaan Sistem
Informasi Akademik Peruruan Tinggi
Berbasis Teknologi dan Komunkasi
(TIK). Jurnal Penelitian Pendidikan, 12(1),
51–67.
Johnston, T. C. (2010). Who and What
Influences Choice of University? Student
and University Perceptions. American
Journal of Business Education, 3(10), 15–24.
Karim, S., & Mulyani, Y. (2016). Evaluasi
Kegiatan Promosi Politeknik Negeri
Balikpapan dalam Menjaring Mahasiswa
Baru Periode 2013-2015. Jurnal Sains
Terapan, 2(2), 92–102.
Kayombo, K. M., & Carter, S. (2016).
Understanding Student Preferences for
University Choice in Zambia. Journal of
Education Policy, Planning & Administration,
6(3), 1–21.
78
AL-FIKRAH,Volume X Nomor 1, Juni 2022
Khotimah, S. (2012). Perumusan Strategi bagi
Perguruan Tinggi Swasta (PTS) untuk
Meraih Keunggulan Bersaing (Studi
Kasus pada Universitas Merdeka
Mallang). Jurnal SPREAD, 2(1), 73–84.
https://doi.org/10.36352/jt-ibsi.v2i2.60
Mangan, J., Hughes, A., Davies, P., & Slack,
K. (2010). Fair access, achievement and
geography: Explaining the association
between social class and students’ choice
of university. Studies in Higher Education,
35(3), 335–350.
https://doi.org/10.1080/0307507090313
1610
Mattern, K., & Wyatt, J. (2009). Student
Choice of College : How Far Do
Students Go For An Education? Journal of
College Admission, Spring, 18–29.
McMillan, J. H., & Schumacher, S. (2001).
Research in Education:a Conceptual
Introduction. In Pearson Education (pp.
114–116).
Mesran, Kristianto Hondro, R., Syahrizal, M.,
Putera Utama Siahaan, A., & Rahim, R.
(2017). Student Admission Assessment using
Multi-Objective Optimization on the Basis of
Ratio Analysis (MOORA) Modeling of
Rainfall Characteristics for Monitoring of the
Extreme Rainfall Event in Makassar City
View project Student Admission Assessment
using Multi. Siahaan 2016, 1–6.
https://www.researchgate.net/publicatio
n/320841856
Nurwildani, M. F. (2014). Analisis Faktor
Pendukung Keputusan Pemilihan
Perguruan Tinggi Tingkat Sarjana
Menggunakan Metode AHP (Analitical
Hirarki Process). Engineering: Jurnal Bidang
Teknik, 5(1).
Obermeit, K. (2012). Students’ choice of
universities in Germany: structure,
factors and information sources used.
Journal of Marketing for Higher Education,
22(2), 206–230.
https://doi.org/10.1080/08841241.2012.
737870
Purwanti, E. (2015). Analisis Faktor-Faktor
Pengambilan Keputusan Mahasiswa
Memilih STIE “Ama” Salatiga. Among
Makarti, 8(16), 40–54.
Sidin, S. M., Hussin, S. R., & Soon, T. H.
(2003). An Exploratory Study of Factors
Influencing the College Choice Decision
of Undergraduate Students in Malaysia.
Asia Pacific Management Review, 8(3), 259–
280.
Situmorang, J. R. (2012). Pemanfaatan Internet
Sebagai New Media Dalam Bidang Politik
, Bisnis , Pendidikan Dan Sosial Budaya.
Jurnal Administrasi Bisnis, 8(1), 77–91.
Tarazona, M. (2014). Determinant Factors
Contributing to Student Choice in
Selecting a University. Journal of Education
and Human Development, 3(2), 391–404.
Teranishi, R. T., Ceja, M., Antonio, A. L.,
Allen, W. R., & Mcdonough, P. (2004).
The College-Choice Process for Asian
Pacific Americans : Ethnicity and
SocioEconomic Class in Context. The
Review of Higher Education, 27(4), 527–551.
Vrontis, D., Thrassou, A., & Melanthiou, Y.
(2007). A contemporary higher education
student-choice model for developed
countries. Journal of Business Research, 60(9),
979–989.
https://doi.org/10.1016/j.jbusres.2007.0
1.023
Wilkins, S., Balakrishnan, M. S., & Huisman, J.
(2012). Student Choice in Higher
Education: Motivations for Choosing to
Study at an International Branch
Campus. Journal of Studies in International
Education, 16(5), 413–433.
https://doi.org/10.1177/1028315311429
002
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Published
2022-06-29
How to Cite
Hendriani, S., Kasmuri, K., Susanti, R., & Putra, F. K. (2022). New Students Recruitment System and Factors Influencing Their Choice: A Study at a State University in West Sumatera. Al-Fikrah: Jurnal Manajemen Pendidikan, 10(1), 71–78. https://doi.org/10.31958/jaf.v10i1.5698
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