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PENGARUH BAURAN PROMOSI TERHADAP MINAT MEMILIH PRODI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UMSURABAYA TAHUN 2017

Salbiyah , Siti and Mahardhika, Budi Wahyu (2018) PENGARUH BAURAN PROMOSI TERHADAP MINAT MEMILIH PRODI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UMSURABAYA TAHUN 2017. Balance, 15 (1). pp. 1-17. ISSN 1693-9352

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        Abstract

        The success of an institution of higher education is inseparable from the marketing strategy undertaken. Promotion is one of the most important marketing strategies to introduce an educational product or service, in this case are various courses to prospective students. Promotion is done to generate interest in choosing the study program that becomes the choice of pride, so it will affect the increasing number of students each course offered. UMSurabaya through promotional mix (promotional mix) offers as many as 29 courses from 8 faculties owned, one of them is Management program as an alternative choice for prospective students. This study aims to: (1) Know the promotion mix UMSurabaya. (2) To know the interest of choosing Management FEB UMSurabaya. (3) Knowing the promotion mix simultaneously affect the interest of choosing Management FEB UMSurabaya (4). Knowing the promotion mix partially affect the interest of choosing Management FEB UMSurabaya. This research uses quantitative descriptive method with questionnaire as its instrument. Population amounted to 328 students using Slovin method specified sample of 77 respondents. Data analyze using SPSS 20 software to test the validity and reliability of the instrument and test the hypothesis. The results showed: (1) F test results obtained F-count (9,184)> F-table (2.47) which means that the promotion mix (advertising, direct selling, sales promotion, and community relations) simultaneously have a significant positive effect to the student's interest in choosing Management FEB UMSurabaya. Determinant coefficient analysis (R ²) obtained by value 33,8 indicates that student interest choose Management FEB UMSurabaya influenced by independent variable (advertising, direct selling, sales promotion and public relation) to dependent variable of interest to choose Management program 33,8%, while the remaining 66.2% is influenced by other variable factors not mentioned in this study. 2). The result of t test for advertising variable is t value (2,865)> t-table (1,984), this means that advertising variable has a significant positive effect on the interest of choosing Management FEB UMSurabaya. While the direct selling variables, sales promotion and public relations value t-count in a row (1,085), (1,521), (0,465) <t-table (1,984), can be interpreted that the direct sales variables, sales promotion and public relations positively not significant to the interest in choosing FEB UMSurabaya Management Program. Thus, advertising has the most dominant influence on the interest of choosing Management FEB UMSurabaya. The authors conclude (1) Characteristics of UMSurabaya Management Study Program students are known to be 58% female and the rest are male students with average age between 20 - 25 years with parent / guardian's income level between Rp.1.000.000, - Rp. 4,000,000, - per month and most students come from Surabaya (2). UMSurabaya promotional mix has been effectively implemented in accordance with the information required by the students. Advertising is the most dominant promotional mix affecting the interest of choosing Management FEB UMSurabaya. Therefore, if UMSurabaya want to increase the number of students Management program, then the advertising activities should be enhanced more attractive.

        Item Type: Article
        Uncontrolled Keywords: Promotional mix, Minat Memilih
        Subjects: H Social Sciences > H Social Sciences (General)
        H Social Sciences > HB Economic Theory
        H Social Sciences > HC Economic History and Conditions
        Divisions: Jurnal > Fakultas Ekonomi dan Bisnis
        Depositing User: SITI SALBIYAH SALBIYAH
        Date Deposited: 02 Jun 2020 17:44
        Last Modified: 02 Jun 2020 17:44
        URI: http://repository.um-surabaya.ac.id/id/eprint/4130

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