Analisis Faktor Eksternal Yang Mempengaruhi Minat Mahasiswa Memilih Program Studi Bisnis Digital Politeknik Negeri Bengkalis

Abstract

With the rise of digital technology and globalization, many new study programs have emerged in Higher Education Institutions , one of which is the Digital Business Study Program. Many external factors, such as the influence of family, school, and the surrounding environment, influence students' interest in this program. The purpose of this study was to determine whether external variables affect students' interest in choosing the Digital Business Study Program at Bengkalis State Polytechnic and whether these variables have a significant influence. This study uses a quantitative method through a survey. The sample taken was 184 respondents. The data were analyzed using simple linear regression after being collected through a questionnaire measured on a Likert scale. The results of the study showed that external factors have a significant influence on students' interest in enrolling in the Digital Business Study Program. The results of this study are expected to be a consideration for Bengkalis State Polytechnic in designing new student recruitment strategies and developing a curriculum that is more in line with the needs of students and industry in the field of digital business. currently.