PENGARUH WORD OF MOUTH, LOKASI, SOCIAL INFLUENCE, DAN SCHOOL PERFORMANCE TERHADAP PENGAMBILAN KEPUTUSAN ORANG TUA DALAM MEMILIH SEKOLAH MENENGAH PERTAMA STUDI KASUS SMP NURUL FALAH JAKARTA UTARA

HAKIKI, ILHAM KARUNIA (2021) PENGARUH WORD OF MOUTH, LOKASI, SOCIAL INFLUENCE, DAN SCHOOL PERFORMANCE TERHADAP PENGAMBILAN KEPUTUSAN ORANG TUA DALAM MEMILIH SEKOLAH MENENGAH PERTAMA STUDI KASUS SMP NURUL FALAH JAKARTA UTARA. Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI JAKARTA.

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Abstract

Tujuan penelitian adalah untuk mengetahui pengaruh word of mouth, lokasi, social influence dan school performance terhadap keputusan orang tua memilih sekolah menengah pertama studi kasus SMP NURUL FALAH Jakarta Utara. Populasi dalam penelitian ini adalah seluruh orang tua murid dari kelas 7A, 7B, 8A dan 8B SMP NURUL FALAH Jakarta Utara sejumlah 120 orang tua murid. Sampel ditentukan berdasarkan metode purposive sampling dengan rumus slovin, didapat jumlah responden sebanyak 92 orang tua murid sebagai sampel. Penelitan ini menggunakan jenis penelitian kuantitatif, yang di analisis menggunakan SPSS ( Software Product and Service Solution) Versi 26.00 dengan pengujian hipotesis menggunakan Koefisien Determinasi, Uji T, dan Uji F. Teknik pengumpulan data menggunakan metode penyebarkan kuesioner kepada responden. Hasil uji t penelitian ini menunjukan word of mouth tidak berpengaruh terhadap keputusan orang tua memilih SMP dengan nilai signifikansi 0,052 > 0,05. Lokasi berpengaruh terhadap keputusan orang tua memilih SMP dengan nilai signifikansi 0,001 < 0,05. Social influence berpengaruh terhadap keputusan orang tua memilih SMP dengan nilai signifikansi 0,002 < 0,05 . School performance tidak berpengaruh terhadap keputusan orang tua memilih SMP dengan nilai signifikansi 0,874 > 0,05. Word of mouth, lokasi, social influence dan school performance berpengaruh secara bersama-sama terhadap keputusan orang tua memilih SMP dengan nilai signifikansi 0,000 < 0,05. Kata Kunci : Word of mouth, Lokasi, Social influence, School performance dan Keputusan Orang Tua Murid The purpose of the study was to determine the effect of word of mouth, location, social influence and school performance on the decision of parents to choose junior high school, case study of SMP NURUL FALAH, North Jakarta. The population in this study were all parents of students from grades 7A, 7B, 8A and 8B SMP NURUL FALAH North Jakarta totaling 120 parents. The sample was determined based on the purposive sampling method with the slovin formula, obtained the number of respondents as many as 92 parents of students as samples. This research uses a quantitative research type, which is analyzed using SPSS (Software Product and Service Solution) Version 26.00 with hypothesis testing using the Coefficient of Determination, T Test, and F Test. Data collection techniques use the method of distributing questionnaires to respondents. The results of the t-test of this study indicate that word of mouth has no effect on the decision of parents to choose junior high school with a significance value of 0.052 > 0.05. Location influences the decision of parents to choose junior high school with a significance value of 0.001 < 0.05. Social influence influences the parents' decision to choose junior high school with a significance value of 0.002 < 0.05. School performance does not affect the parents' decision to choose junior high school with a significance value of 0.874 > 0.05. Word of mouth, location, social influence and school performance jointly influence the parents' decision to choose junior high school with a significance value of 0.000 <0.05. Keywords: Word of mouth, Location, Social influence, School performance and Parents' Decisions

Item Type: Thesis (Skripsi)
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ILHAM KARUNIA HAKIKI
Date Deposited: 20 Sep 2021 22:20
Last Modified: 21 Sep 2021 03:22
URI: http://repository.stei.ac.id/id/eprint/5174

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