STRATEGI BAURAN PEMASARAN TERHADAP KEPUTUSAN MAHASISWA MEMILIH PROGRAM STUDI

Dina Andriana, I Ketut Martana

Abstract


This study aims to determine the effect of marketing mix strategies (products, prices, promotions, places, processes, people, and services) on the selection of students in an advertising study program at a private university in Jakarta. The population of this research is the new students of Study Program at 2017 academic year totaling 139 people. The results of hypothesis testing show that R Square is equal to 0.895 where the marketing mix strategy (product, cost, promotion, place, person, process, and service) explains 89.5% has an effect on the dependent variable (Student Decision). While the remaining 10.5% is the influence of other independent variables that are not explained by this research model such as environmental influences. And testing the independent variable partially, the variable person (X5) with a value of tcount of 5.720 and service (X7) with a value of tcount of 7.916 which shows a greater influence than the other independent variables. And variables that show the lowest influence are in the process variable (X6), the tcount is 2.077. So that it can be concluded that the marketing mix variables simultaneously influence student decisions in choosing a study program, but if partially the person variable (X5) and service (X7) contribute to the decision making process of choosing a study program.

 

Keywords: marketing mix, decision to choose

Full Text:

PDF

References


Bungin, B. (2017). METODOLOGI PENELITIAN KUANTITATIF Komunikasi, Ekonomi, dan Kebijakan Publik serta Ilmu-Ilmu Sosial Lainnya (2nd ed.). Jakarta: Kencana Prenadamedia Group.

Fadilah, J., Andriana, D., & Widarti. (2018). Potret Kelompok Remaja Penggemar Diecast Di Jakarta. Jurnal Komunikasi, 9(1), 142–149. https://doi.org/https://doi.org/10.31294/jkom.v9i1.3779

Fadilah, R. Y., & Yuniati, T. (2016). Pengaruh Bauran Pemasaran Dan Kualitias Jasa Terhadap Kepuasan Konsumen. Jurnal Ilmu Dan Riset Manajemen, 5, 1–17.

Kotler, P., & Armstrong, G. (2018). Principles of MARKETING. (D. Luiz, Ed.) (17e ed.). United Kingdom: Pearson Education Limited. Retrieved from www.pearsonglobaleditions.com

Lamb, Charles W; Hair, Joseph F; McDaniel, C. J. (2017). MKTG 10 (10th ed.). Boston: Cengage Learning. Retrieved from www.cengage.com

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa Berbasis Kompetensi

(3rd ed.). Jakarta: Salemba Empat.

Morrisan. (2017). Metode Penelitian Survei (1st ed.). Jakarta: Kencana Prenadamedia Group.

Schiffman, L. G., & Kanuk, L. L. (2014). Consumer Behavior, Global Edition: Global Edition (11th ed.). Pearson Education Limited.

Sugiyono. (2016). Metodologi Penelitian Kuantitatif, Kualitatif, dan R&D (23rd ed.). Bandung: Alfabeta.

Zeithaml, A. V., Bitner, J. M., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm. (Z. B. Gremler, Ed.) (7th ed.). United States: McGraw-Hill. Retrieved from mheducation.com/highered




DOI: https://doi.org/10.31294/jc.v19i1.4591

ISSN: 2579-3314

Dipublikasikan oleh LPPM Universitas Bina Sarana Informatika

Jl. Kramat Raya No.98, Kwitang, Kec. Senen, Kota Jakarta Pusat, DKI Jakarta 10450
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License