Strategi Marketing Mix dalam Menarik Minat Peserta Didik
DOI:
https://doi.org/10.70508/literaksi.v1i02.427Keywords:
Product, price, place, promotion, people, process, physical evidenceAbstract
Tujuan dari penelitian ini adalah untuk menguji dan menganalisis pengaruh unsur-unsur bauran pemasaran yang meliputi product, price, place, promotion, people, process, and physical evidence terhadap keputusan orang tua siswa dalam memilih sekolah bagi anaknya. Penelitian ini menggunakan data primer melalui survei terhadap 175 orang tua siswa aktif yang berdomisili di Tangerang. Data yang terkumpul diolah dan dianalisis menggunakan perangkat lunak SmartPLS. Hasil penelitian ini menunjukkan bahwa ketujuh faktor bauran pemasaran (marketing mix) berpengaruh positif dan signifikan terhadap keputusan orang tua siswa memilih sekolah bagi anaknya. Analisis mendalam mengenai implikasi manajerial bagi manajemen sekolah dan implikasi sosial bagi masyarakat dari hasil penelitian ini dibahas lebih lanjut di pembahasan artikel ini.
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Copyright (c) 2023 Bonar Bangun Jeppri Napitupulu, Nelson Silitonga, Rachma Nadhila Sudiyono, Dewi Novitasari, Sukriyah, Tias Pramono, Jainuri, Masduki Asbari
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