Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Siswa dalam Memilih Sekolah di SMAN 1 Pulung

Rahayu, Naning Sri and Muafiah, Evi (2022) Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Siswa dalam Memilih Sekolah di SMAN 1 Pulung. Excelencia: Journal of Islamic Education & Management, 2 (1). pp. 209-222. ISSN 2777-1458

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Abstract

This rersearchwas conducted with the aim of knowing whether or not there is and how much influence the four variables of the MarketingMixtheory 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. The population in this studywere 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.After conducting the prerequisite test, namely the homogeneity and linearity test of the data, then the hypothesis testing Processwas 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/ Pricehas no effect. Then simultaneously, the MarketingMixvariable, has an influence on the student's decision to choose a school at SMAN 1 Pulung by 35.3%

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