ANALISIS PENGARUH BAURAN PEMASARAN DALAM USAHA MENINGKATKAN PENERIMAAN MAHASISWA BARU
Abstract
This study aims to examine the effect of marketing mix on increasing the number of
students at the Sekolah Tinggi Manajemen Informatika dan Komputer (STMIK) Duta
Bangsa Surakarta. Data collected by using sampling method as many as 117 student
respondents. Data analysis was done through analysis of research instrument that
included validity test using product moment correlation and reliability test using alpha
Cronbach technique, hypothesis test included path analysis, coefficient of determination
(R2), t test, F test and correlation analysis. The results of this study prove that 1).
Maketing mix partially that has a significant influence on Increasing the Number of
Students, is the variable Place, Promotion and People. 2). Marketing Mix simultaneously
that has a significant influence on Increasing the Number of Students. 3). Place
variables have the most dominant influence on increasing the number of STMIK Duta
Bangsa Surakarta students compared with other variables.
Keywords: independent and dependent variable, marketing mix, number of students
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