DAMPAK KINERJA BAURAN PEMASARAN TERHADAP KEPUTUSAN KULIAH CALON MAHASISWA POLITEKNIK X CIMAHI

Suharyanto Suharyanto(1*),


(1) Prodi Teknik Industri Universitas Kebangsaan
(*) Corresponding Author

Abstract


The higher education service providing become one of business which needs hard working especially in student recruitment. The alumni of vocational high school (SMK) and general high school (SMA) who will to continue study in higher education, can become to be opportunities. To keep these, the higher education institutions have to compete with the others, applying  right marketing mix. This research article shows the marketing mix performance  effects to student candidates decision to study in Polytechnic X Cimahi. The research population are student canditates in academic year of 2017, and 50 samples were got simple randomly. The effects of marketing communication mix and marketing mix to student decision analysed using simple linier regression model. The research result shows that variables of  marketing mix performance  gives medium effects 61,4% to student decision, and 38,6% effected by others. The linier regression model constructed is Y= 0,690X +1,248.


Keywords


marketing mix, study decision, linier regression

Full Text:

PDF

References


Aczel, Amir D. and Sounderpandian, J.,(2009). “Complete Business Statistics”.Mc Graw Hill Int’l, 7 ed.: New York.

Andreasen, A.R., Kottler, P., (2008). “Strategic Marketing for Non Profit Organization”, New Jersey: Pearson Int’l,7thed.

Baker, Michael J. ed. .(2003). The Marketing Book. Fifth ed. Butterworth Heinmann. Oxford GB

Cooper, Donald. R., Schindler, P.S., (2008).“Business Research Methods”, New York: Mc. Graw Hill Int’l, 10thed.

Fill, Chris and Jamieson, Barbara. (2014). Marketing Communications, School Heriot-Watt University Edinburgh, United Kingdom.

Darmawansyah, Surya et all. (2014). Strategi Promosi dalam Meningkatkan jumlah mahasiswa Polimedia Kreatif Makassar. Jurnal Komunikasi KAREBA Vol. 3, No. 4 Oktober–Desember 2014.Hal.256-263.

Kalsum, Eka Umi, (2008). Analisis Pengaruh Strategi Bauran Pemasaran terhadap Keputusan Mahasiswa Memilih Fakultas Ekonomi Univ. Al-Azhar Medan. Tesis, Universitas Sumatera Utara.

Kayode, Olujimi, (2014). “Marketing Communications”. Bookboon ebook publisher.

Kotler,P. (2007), Manajemen Pemasaran (Terjemhan), edisi 12, Jakarta: PT Indeks

Kottler, Philip., Keller, K L., (2009). “Marketing Management”, New Jersey: Pearson Educ., Int’l Edition, 13th ed.,

Kurniawan, A., (2014). “Metode Riset untuk Ekonomi dan Bisnis”, Bandung: Penerbit Alfabeta.

Lovelock, C. and Weird, Jochen, (2004). “Services Marketing”, 5 ed.,New Jersey: Pearson Int’l

Muhyidin, Ujang. (2010). Pengaruh Bauran Pemasaran Jasa Pendidikan terhadap Keputusan Mahasiswa Memilih Perguruan Tinggi Swasta di Jawa Barat. Prosiding Seminar Nasional Kajian Multi Disiplin Ilmu untuk Mewujudkan Poros Maritim dalam Pembangunan Ekonomi Berbasis Kesejahteraan Rakyat. ISBN: 978-979-3649-81-8.

Schiffman, LG. and Kanuk, L.L., (2007). “Consumer Behavior”,9th ed. NewJersey: Pearson Int’l.

Sugiyono, (2009). “Statistik untuk Penelitian”, cetakan ke-15. Bandung: Penerbit Alfabeta.

Suharyanto, (2011).Pengaruh Komunikasi Pemasaran Promosional dan Non-promosional terhadap Proses Pengambilan Keputusan Kuliah Calon Mahasiswa Akper Al-Ikhlas Bogor, Tesis MM Unpad Bandung.

Sukendar, Markus Utomo, (2015). Pengaruh Strategi Bauran Pemasaran terhadap Keputusan Pemilihan Perguruan Tinggi Program D-3 Komunikasi Berbasis Multimedia Politeknik Indonusa Surakarta. Jurnal IKON Prodi D3 Komunikasi Massa Politeknik Indonusa Surakarta Vol. 1 No. 2 Desember 2015, hal. 18-27.

Undang-undang RI No. 20 tahun 2003 tentang “Sistem Pendidikan Nasional”, Jakarta: Sekretariat Negara Republik Indonesia.

Wahyuni, Alida. 2012. Kajian Bauran Promosi di Perguruan Tinggi X. Jurnal Liquidity Vol 1 No. 2. Jul-Des 2012. hal.175-182.

Zeithaml, Valarie, A., Bitner, Marie Jo., Gremler, Dwayne D.,(2006). “Services Marketing, Integrating Customer Focus Across the Firm”,4thed. New York: Mc Graw Hill Int’l




DOI: https://doi.org/10.30988/jmil.v2i1.22

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Jurnal Manajemen Industri dan Logistik



Jurnal Manajemen Industri dan Logistik is abstracting & indexing in the following databases: 

       DOAJ (Directory of Open Access Journal)DOAJ (Directory of Open Access Journal)

 
 

View My Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


ISSN 2622-528X (Print) and ISSN 2598-5795 (Online)

CORRESPONDENCE :

Unit Penelitian dan Pengabdian Masyarakat (UPPM)
Politeknik APP Jakarta
Kementerian Perindustrian
M. Tirtana Siregar
Managing Editor Jurnal Manajemen Industri dan Logistik
Telp. : 021-7867382/83
HP/WA : 082125910310
email :
jurnal@poltekapp.ac.id