This article aims to 1) To study the factors of differentiation in undergraduate student behavior. By gender, age, education level monthly income of students 2) To study consumer behavior on entertainment places 3) To compare the influence of factors of marketing mix of entertainment places around educational establishments. The researcher conducted a study from a sample of 400 undergraduate students who visited entertainment venues. The research instruments were questionnaires, statistics used as, percentage, mean, standard deviation Chi-Square Test, Independent sample t test, One-way Analysis of Variance (ANOVA) and Factor Analysis with Kaiser-Myers-Olkin KMO statistic. The results of the research can be concluded that consumer behavior towards entertainment places the respondents chose to use the form of entertainment place the most, which was a liquor store, followed by Restaurant & Pub By the form of travel to use the entertainment place of the respondents the most is relying on a friend's car. The results of the study, composition and factors affecting undergraduate students'use of entertainment place behaviors. By using the sub-variables of the marketing mix to analyze the composition by considering the weight of each variable. Determine which variable is in any component, concludes that there are 4 main components as follows: 1. The service of the establishment 2. The main needs of consumers, 3. Attention in the service of the operator, and 4. The modernization of the establishment.

Entertainment, Behavior, Factors analysis, Market mix factors, Services