Sri Rahayu, Naning (2021) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN SISWA MEMILIH SEKOLAH DI SMA NEGERI 1 PULUNG. Masters thesis, IAIN Ponorogo.
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Abstract
Sri Rahayu, Naning. Effect of Marketing Mix on Student Decisions in Choosing Schools at SMA Negeri 1 Pulung. Thesis, Islamic Education Management Study Program, Postgraduate, State Islamic Institute (IAIN) Ponorogo. Supervisor: Dr. Hj. Evi Muafiah, M.Ag.
Keywords: Marketing Mix, Student Decision, SMA Negeri 1 Pulung
Previous research that has been carried out using the same variables, is mostly done at private educational institutions, both at the elementary school level, to tertiary institutions. This thesis was conducted with the aim of knowing whether or not there is and how much influence the four variables of the marketing mix theory proposed by Philip Kotler, on the decision of students to choose to continue their high school education at SMA Negeri 1 Pulung, partially or simultaneously. The four variables in question are Product/Product, Price/Price, Place/Place/Location, and Promotion/Promotion. In addition, this research was conducted with the aim of complementing previous research, namely looking at the influence of the marketing mix with these variables at the State High School (SMAN) 1 Pulung level.
The population in this study were students of SMA Negeri 1 Pulung, starting from grades X-XII in the 2020/2021 school year, totaling 734 students. Because the population is large, as the object of research, random sampling technique is used with a total of 15% of the population, as many as 110 students as respondents. Data from 110 respondents was obtained, which was then processed using simple linear regression statistical analysis techniques to determine the effect of each variable on students' decisions to choose schools at SMAN 1 Pulung, and multiple linear regression statistical analysis techniques, to determine simultaneously the influence of marketing mix variables on students' decisions to choose schools at SMAN 1 Pulung.
After conducting the prerequisite test, namely the homogeneity and linearity test of the data, then the hypothesis testing process was carried out using simple and multiple linear regression with the help of the SPSS 16 application. And the results were that partially/separately, only 3 variables had an influence on students' decisions to choose schools. at SMAN 1 Pulung, namely Product/Product (31.9%), Place (56.1%), and Promotion (45.6%). While the variable Price / Price has no effect. Then simultaneously, the marketing mix variable, has an influence on the student's decision to choose a school at SMAN 1 Pulung by 35.3%.
With the research results that have been obtained, it can be used by parties to insert marketing mix theory in Public Relations of SMAN 1 Pulung to maintain the existence of SMAN 1 Pulung.
| Item Type: | Thesis (Masters) |
|---|---|
| Thesis Supervisor: | Evi Muafiah |
| Subjects: | 13 EDUCATION > 1399 Other Education > 139999 Education not elsewhere classified |
| Divisions: | Program Pascasarjana > Program Studi Magister Manajemen Pendidikan Islam |
| Depositing User: | Miss Perpustakaan IAIN Ponorogo |
| Date Deposited: | 08 Jun 2021 08:13 |
| Last Modified: | 08 Jun 2021 08:13 |
| URI: | http://etheses.iainponorogo.ac.id/id/eprint/15584 |
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