Reni Anggraini, Pengaruh Bauran Promosi Terhadap Keputusan Memilih Prodi Strata Dua (S2) Akuntansi Forensik Di Fakultas Ekonomi Universitas Trunojoyo Madura, dibawah bimbingan Drs. Mohamad Tambrin, MM dan Fathor AS, SE., MM. Tujuan penelitian ini adalah (1) untuk mengetahui pengaruh bauran promosi yang terdiri dari periklanan, personal selling, promosi penjualan, publisitas, direct marketing secara simultan terhadap keputusan memilih Prodi Strata Dua (S2) Akuntansi Forensik Di Fakultas Ekonomi Universitas Trunojoyo Madura, (2) untuk mengetahui pengaruh bauran promosi yang terdiri dari periklanan, personal selling, promosi penjualan, publisitas, direct marketing secara parsial terhadap keputusan memilih Prodi Strata Dua (S2) Akuntansi Forensik Di Fakultas Ekonomi Universitas Trunojoyo Madura (3) untuk mengetahui variabel bauran promosi yang berpengaruh dominan terhadap keputusan memilih Prodi Strata Dua (S2) Akuntansi Forensik Di Fakultas Ekonomi Universitas Trunojoyo Madura. Penelitian ini menggunakan pendekatan kuantitatif dimana populasi yaitu mahasiswa Strata Dua (S2) Akuntansi Forensik Di Fakultas Ekonomi Universitas Trunojoyo Madura dengan jumlah sampel 24 responden, dengan teknik pengambilan sampel menggunakan sampling jenuh. Teknik pengumpulan data yaitu dengan kepustakaan, wawancara, observasi, kuesioner, dokumentasi perusahaan dan menggunakan skala Likert untuk mengukur jawaban responden. Untuk menguji instrumen menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Sedangkan teknik analisis data yaitu analisis deskriptif dan analisis regresi linier berganda karena variabel yang digunakan lebih dari dua variabel, dengan uji F dan uji t. Hasil penelitian ini menunjukkan bahwa variabel bauran promosi yang terdiri dari periklanan, personal selling, promosi penjualan, publisitas, dan direct marketing berpengaruh secara simultan terhadap keputusan memilih Prodi Strata Dua (S2) Akuntansi Forensik di Fakultas Ekonomi Universitas Trunojoyo Madura. Akan tetapi tidak semua variabel bauran promosi berpengaruh secara parsial terhadap keputusan memilih Prodi Strata Dua (S2) Akuntansi Forensik di Fakultas Ekonomi Universitas Trunojoyo Madura. Variabel yang berpengaruh dominan adalah Personal Selling. Kata Kunci : Bauran Promosi dan Keputusan Pembelian

Reni Anggraini, The Influence of Promotion Mix toward The Decision of Choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura, under the guidance of Drs. Mohamad Tambrin, MM dan Fathor AS, SE., MM. The aims of this study are (1) To understand the influence of promotion mix which consists of advertising, personal selling, marketing promotion, publicity, and direct marketing simultaneously toward the decision of choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura, (2) To understand the influence of promotion mix which consists of advertising, personal selling, marketing promotion, publicity, and direct marketing partially toward the decision of choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura, (3) To know the variable of promotion mix which is influenced dominantly toward the decision of choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura. This study uses quantitative approach on which the population that is used is the students of Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura with the total of sample are 24 respondents and the sample collection techniques apply saturated sampling. The technique of collecting the data is by documents, interview, observation, questioner, company documentation and Likert scale in order to measure respondents’ answer. To test the instrument, it uses a validity test, reliability test, and classical assumption test. Moreover, the technique of analyzing data is descriptive and bifilar linier regression analysis because the variable that is used is more than two variables, with F and t test. The result of this study shows that the variables of promotion mix which consist of advertising, personal selling, marketing promotion, publicity, and direct marketing give the influence simultaneously to the decision of choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura. However, not all of the variables of promotion mix give the influence partially toward the decision of choosing Forensic Accounting Study Program for Postgraduate (S2) at Economic Faculty of University of Trunojoyo Madura. The variable which gives dominant influence is Personal Selling. Key word: Promotion Mix and Purchasing Decision

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