ANALISIS PENGARUH BAURAN PROMOSI (ADVERTISING, PERSONAL SELLING DAN WORD OF MOUTH) TERHADAP KEPUTUSAN MEMILIH UNIVERSITAS MUHAMMADIYAH JAKARATA (Studi pada Mahasiswa FIK Univ. Muhammadiyah Jakarta)

PRAYITNO, SIGIT (2021) ANALISIS PENGARUH BAURAN PROMOSI (ADVERTISING, PERSONAL SELLING DAN WORD OF MOUTH) TERHADAP KEPUTUSAN MEMILIH UNIVERSITAS MUHAMMADIYAH JAKARATA (Studi pada Mahasiswa FIK Univ. Muhammadiyah Jakarta). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh advertising, personal selling, dan word of mouth terhadap keputusan memilih Fakultas Ilmu Keperawatan Universitas Muhammadiyah Jakarta. Keputusan memilih sebagai variabel dependen, sedangkan advertising, personal selling, dan word of mouth sebagai variabel independen. Penelitian ini merupakan jenis penelitian asosiatif dengan pendekatan kuantitatif, yang dianalisis dengan menggunakan koefisien determinasi dengan bantuan software SPSS 25. Populasi dari penelitian ini adalah mahasiswa aktif angkatan 2019 Fakultas Ilmu Keperawatan Universitas Muhammadiyah Jakarta sebanyak 462 mahasiswa dengan jumlah sampel 214 responden yang ditentukan dengan rumus Slovin dan metode pengambilan sampel menggunakan teknik sampling purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang kemudian diuji validitas dan reabilitas. Hasil uji t menunjukan variabel Advertising, Personal Selling, dan Word of Mouth secara parsial berpengaruh dan signifikan terhadap Keputusan Memilih. Hasil uji F menunjukan bahwa secara simultan variabel Advertising, Personal Selling, dan Word of Mouth berpengaruh secara signifikan terhadap Keputusan Memilih. Nilai Ajusted R² sebesar 53,9% dan sisanya sebesar 46,1% dipengaruhi oleh variabel lain yang tidak dijelaskan pada penelitian ini. Kata Kunci : Advertising, Personal Selling, Word of Mouth, Keputusan Memilih The purpose of this study is to investigate the association among advertising, personal selling, and word of mouth as mixed promotion strategies, with the enrollment of the student in the faculty of nursing, Universitas Muhammadiyah Jakarta. While the decision of selection is the dependent variable and mixed promotion strategies as the independent variable. Besides this study also want to identify the best use of strategies to attract prospective students. This study used associative with quantitative approach design. The analysis of the study was used coefficient determination (R2) using SPSS software 25th version. The population in this study was an active student at faculty of nursing Universitas Muhammadiyah Jakarta in 2019 batch with a total of 462 students. The sample size was calculated using slovin formula, and a total of 214 participants were involved in this study through purposive sampling method. Questionnaires have been used as a tool to collect the data. All of the instruments have been tested for validity and reliability. The results of the t-test show Advertising, Personal Selling, and Word of Mouth partially and significantly influence the enrollment of students. The results of the F test show that simultaneously the Advertising, Personal Selling, and Word of Mouth variables have a significant effect on the school selection. The Adjusted R² value is 53.9% and the remaining 46.1% is influenced by other variables not explained in this study. Keywords: Advertising, Personal Seleling, Word of Mouth, Decision Selection

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSUMITRO, SUMITRO0312045902sumitro@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Users 2051 not found.
Date Deposited: 22 Mar 2021 14:40
Last Modified: 22 Mar 2021 14:40
URI: http://repository.stei.ac.id/id/eprint/4131

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