PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN SISWA BERSEKOLAH DI SEKOLAH ISLAM TERPADU


Heny Mulyani(1), Heri Khoiruddin(2), Marwah Hasanah(3*)

(1) UIN Sunan Gunung Djati Bandung, Indonesia
(2) UIN Sunan Gunung Djati Bandung, Indonesia
(3) UIN Sunan Gunung Djati Bandung, Indonesia
(*) Corresponding Author

Abstract


Competition among educational institutions, resulting in a minimum number of students enrolled. In addition, the pandemic conditions that occurred also influenced consumers in choosing educational institutions. Even in various areas, private schools are threatened with closure due to the pandemic, which has reduced people's interest in sending their children to private schools. The purpose of this study was to find out: how does the marketing mix influence students' decisions to attend Adzkia Integrated Islamic School, how much influence does the marketing mix have on students' decisions to attend Adzkia Integrated Islamic School. This type of research is a quantitative research with ex post de facto method. The population in this study were Adzkia Sukabumi IT Middle School and High School students. The data collection technique uses an instrument in the form of a questionnaire. Before being used to obtain objective data, the validity and reliability of the questionnaire was first carried out. After the data is collected, then the data is processed and analyzed using the classical assumption test and simple linear regression analysis techniques. The results of this study indicate that the marketing mix which consists of product, price, promotion, place, people, physical evidence, and process has a significant influence on students' decisions to attend Adzkia Integrated Islamic School with a tcount of 3.854 greater than the ttabel value 1.665 with a significance value of 0.00 <0.05. While the coefficient value of the adjusted R aquare shows that the marketing mix has an influence of 16.5% with a calculation of 100% -16.5%, then 83.5% is another factor that influences students' decisions in choosing to study at SIT Adzkia Sukabumi


Full Text:

PDF

References


Afridayani, A., & Mu’arif, S. (2020). Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Orang Tua Dalam Memilih Sekolah Dasar (SDIT) Permata Gemilang. Seminar Nasional Hasil Penelitian Dan Pengabdian Kepada Masyarakat, 599–606. http://openjournal.unpam.ac.id/index.php/Senan/article/view/9040

Assauri, S. (2014). Manajemen Pemasaran Dasar, Konsep dan Strategi. PT Raja Grafindo Persada.

Citradi, T. (2020). IPM RI Naik, Tapi Masih Kalah Sama Tetangga. CNBC Indonesia. https://www.cnbcindonesia.com/news/20200217142358-4-138395/ipm-ri-naik-tapi-masih-kalah-sama-tetangga

Dharma, A. B., & Putri, I. S. (2019). Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Mahasiswa Memilih Fakultas Ekonomi Universitas Islam Batik Surakarta. Advance: Jurnal of Accounting, 6(2), 181–192. https://e-journal.stie-aub.ac.id/index.php/advance/article/view/560

Dhevi, L. (2018). Pengaruh Bauran Pemasaran Dan Brand Image Terhadap Keputusan Siswa Memilih Sekolah Islam Swasta (Studi Kasus Madrasah Aliyah 1 Annuqayah Putri Guluk-Guluk Kabupaten Sumenep) [Universitas Islam Negeri Maulanan Malik Ibrahim Malang]. http://etheses.uin-malang.ac.id/id/eprint/13608

Gatot, A. (2021). Belasan Sekolah Swasta Bangkrut di Kabupaten Tangerang. Satelit News ID. https://www.satelitnews.id/39201/belasan-sekolah-swasta-bangkrut-di-kabupaten-tangerang/

Hasibuan, M. S. P. (2013). Manajemen: Dasar, Pengertian, dan Masalah. Bumi Aksara.

Hidayatullah, M. S. (2015). Analisis pengaruh Strategi Pemasran Terhadap Keputusan Konsumen Dalam Memilih Sekolah Menengah Atas (SMA) Yayasan Pendidikan Islam Darussalam Cimanggis-Ciputat [Universitas Islam Negeri Syarif Hidayatullah Jakarta]. http://repository.uinjkt.ac.id/dspace/handle/123456789/27050

Inaiyah, I. (2019). Pengaruh Bauran Pemasaran Terhadap Keputusan Orang Tua Siswa Memilih Raudhatul Athfal Dharma Wanita Persatuan Kanwil Kemenag Provinsi Kalimantan Barat [Universitas Muhammadiyah Pontianak]. http://repository.unmuhpnk.ac.id/id/eprint/1110

Jamil, A. I. (2017). Pesat, Perkembangan Sekolah Islam Terpadu. Republika.Co.Id. https://www.republika.co.id/berita/ot3za2313/pesat-perkembangan-sekolah-islam-terpadu

Jutisa, D. D., Widodo, J., & Wahyuni, S. (2018). Pengaruh Bauran pemasaran Terhadap Pengambilan Keputusan Menggunakan Jasa Bimbingan Belajar Primagama. JPE: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, Dan Ilmu Sosial, 12(2), 214–220. https://doi.org/10.19184/jpe.v12i2.8507

Khan, M. T. (2014). The Concept of ‘MarketingMix’ and its Elements (A Conceptual Review Paper). International Journal of Information, Business and Management, 6(2), 95–107. https://www.proquest.com/docview/1511120790?pq-origsite=gscholar&fromopenview=true

Kotler, P., & Armstrong, G. (2011). Principles of Marketing. Pearson Education Inc.

Kotler, P., & Keller, K. L. (2012). Marketing Managemen. Pearson Education Inc.

Nitisusastro, M. (2013). Perilaku Konsumen Dalam Pespektif Kewirausahaan. Alfabeta.

Setiadi, N. J. (2013). Perilaku Konsumen Perspektif Kontemporer pada Motif, Tujuan, dan Keinginan Konsumen. PT Kharisma Putra Utama.

SIT Adzkia. (2021). SIT Adzkia.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sukardi. (2013). Metodologi Penelitian Pendidikan. PT Bumi Aksara.

Sumiyati, S., & Awalia, F. (2022). Pengaruh Bauran Pemasaran Terhadap Keputusan Orang Tua Menyekolahkan Anaknya Di TK Islam Bina Empat Lima Kecamatan Pontianak Timur. Jurnal Produktivitas: Jurnal Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Pontianak, 9(1), 88–94. https://doi.org/10.29406/jpr.v9i1.4558




DOI: https://doi.org/10.15575/isema.v7i2.21610

Refbacks

  • There are currently no refbacks.


View My Stats

 

Jurnal Isema : Islamic Educational Management is Indexed By :

  

Lantai 3 Gedung Fakultas Tarbiyah dan Keguruan UIN Sunan Gunung Djati Bandung. Kampus 2 Jalan Soekarno-Hatta Kel. Cimincrang Kec. Gedebage Kota Bandung 40294.  

email: isema@uinsgd.ac.id

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