Bauran Promosi Mempengaruhi Pengambilan Keputusan Mahasiswa Memilih Universitas Muhammadiyah Bengkulu
Abstract
This study aims to determine advertising (X1), sales promotion (X2) personal selling (X3) publicity (X4) direct marketing (X5) partially and simultaneously have a significant effect on student decision making choosing Muhammadiyah University Bengkulu. This study uses a quantitative approach with explanatory research methods, primary data sources through questionnaires, secondary data from information publications and other sources. Questionnaires were distributed to 193 research samples from 2018-2019 students. The results showed that of the five promotion mix variables, there were three variables that partially had a significant effect on student decision making, namely advertising, public relations, and direct marketing variables, while those that had no significant effect were sales promotion and personal selling variables. Simultaneously the promotion mix includes advertising (X1), sales promotion (X2), personal selling (X3), public relations (X4) and direct marketing (X5) have a significant effect on student decision making.
Keywords: Promotional Mix, Choice Decision
References
Hermawan, A. (2009). Penelitian Bisnis Paradigma Kuantitatif. Bandung: Grasindo.
Hidayat, D. P. (2018). Strategi Publisitas dalam Meningkatkan Brand Awareness RS Husada Utama Surabaya. Jurnal Spektrum Komunikasi, 6(2), 34–43. https://doi.org/10.37826/spektrum.v6i2.34
Indasari, V. (2016). Pengaruh Kegiatan Promosi terhadap Preferensi Mahasiswa dalam Memilih Universitas Dahasen Bengkulu. Universitas Bengkulu: Tesis.
Johnson, D. P. (1994). Teori Sosiologi Klasik dan Modern. Gramedia Pustaka Utama.
Kotler, P., & Amstrong. (2012). Prinsip-Prinsip Pemasaran (Edisi 13). Erlangga.
Lontoh, M. N. (2016). Analisis Pengaruh Bauran Promosi terhadap Keputusan Pembelian Mobil Toyota Pada PT. Hasjrat Abadi Manado Cabang Tendean. Jurnal Berkala Ilmiah Efisiensi, 16(01), 515–525.
Ningsih, Y. P., & Hati, S. W. (2017). Pengaruh Bauran Promosi terhadap Keputusan Pembelian Produk Accu Yuasa Yang Dipromosikan Distributor PT Riau Indotama Abadi di Batam. Journal of Applied Business Administration, 1(1), 10–18. https://doi.org/10.30871/jaba.v1i1.1255
Prisgunanto, I. (2006). Komunikasi Pemasaran, Strategi dan Taktik. Jakarta:Ghalia Indonesia.
Schiffman, L., & Kanuk, L. (2010). Consumer Behavior, 9th Edition. New Jersey: Pearson Prentice Hall.
Thadi, R. (2019). Proses Komunikasi Instruksional dalam Pembelajaran Vokasional. Journal of Education and Instruction (JOEAI), 2(1), 49–55. https://doi.org/10.31539/joeai.v2i1.614
Windusara, D. B. N., & Kusuma, A. G. A. A. (2015). Pengaruh Bauran Promosi terhadap Keputusan Pembelian Oppo Smartphone. E-Jurnal Manajemen Universitas Udayana, 4(12), 4160–4185.
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
