Luthfia, Siti Anissa (2021) The influence of promotional mix towards customer decision at Potensi Utama University in Medan, focusing on Accounting study program. Bachelor thesis, Univerisitas Pelita Harapan.
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Abstract
Every year, high school graduated Indonesian students would choose which university to attend. With both private and public universities available, students have a lot to consider in choosing which universities they are going to attend. Indonesian students tend to choose public universities instead of private because of many factors, like the availability of study program, financial and so on. This became a disadvantage to private universities in Indonesia, since they must compete to get student’s attention to study in their university. As one of private universities in Medan, Sumatera Utara, Potensi Utama Universities has faced this challenge too. This research is conducted to find out whether there is an influence between Promotional Mix towards Customer Decision at Potensi Utama University. Students acts as the customer in this research as the object of the research is an education instrument. The aim of the research to see the influence of Promotional Mix, by using its indicators, which are Advertising, Sales Promotion and Direct Marketing, towards Customer Decision in Potensi Utama University. The result of this research shows that the null hyphothesis is rejected and the alternative hyphothesis is accepted. This shows that Promotion Mix has a significant influnece towards Customer Decision in Potensi Utama University, Medan with a regression coefficient value of 0.617. Promotional Mix indicator such as offline and online advertisements that a university has done; the attempt of exposure that the university has done, like campus, visiting program and joining campus exhibition; and coupons, discount also offer the scholarship that the university offer has an influence towards customer decision. This indicates that a university can influence students’ decision by using communication tools or promotional mix, with making sure that the information about the university is received well through the elements of promotional mix./ Setiap tahun, siswa Indonesia lulusan SMA akan memilih universitas mana yang akan dihadiri. Dengan universitas swasta dan publik yang tersedia, mahasiswa memiliki banyak hal untuk dipertimbangkan dalam memilih universitas mana yang akan mereka hadiri. Mahasiswa Indonesia cenderung memilih perguruan tinggi negeri ketimbang swasta karena banyak faktor, seperti ketersediaan program studi, keuangan dan sebagainya. Ini dapat menjadi kerugian bagi perguruan tinggi swasta di Indonesia, karena mereka harus bersaing untuk mendapatkan perhatian mahasiswa untuk belajar di universitas mereka. Sebagai salah satu perguruan tinggi swasta di Medan, Sumatera Utara, Perguruan Tinggi Potensi Utama juga telah menghadapi tantangan ini. Penelitian ini dilakukan untuk mengetahui apakah ada pengaruh antara Promotional Mix terhadap Customer Decision di Universitas Potensi Utama. Siswa bertindak sebagai pelanggan dalam penelitian ini sebagai objek penelitian adalah instrumen pendidikan. Tujuan penelitian untuk melihat pengaruh Bauran Promosi, dengan menggunakan indikatornya, yaitu Advertising, Sales Promotion dan Direct Marketing, terhadap Keputusan Pembeli di Universitas Potensi Utama. Penelitian ini menggunakan pendekatan kuantitatif untuk teknik analisis Model Persamaan Struktural dan diproses menggunakan SPSS versi 25.0. Sampel yang digunakan dalam penelitian ini adalah mahasiswa Akuntansi di Universitas Potensi Utama, yang berusia antara 1-4 tahun dari panjang studi mereka, kelompok usia di bawah 18 hingga di atas 21 tahun, dengan genderwise baik perempuan atau laki-laki, dengan jumlah 75 responden. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode simple random sampling. Hasil penelitian ini menunjukkan bahwa hipotesis null ditolak dan hipotesis alternatif diterima. Hal ini menunjukkan bahwa Promotion Mix memiliki influnece yang signifikan terhadap Customer Decision di Universitas Potensi Utama, Medan dengan nilai koefisien regresi sebesar 0,617. Indikator Bauran Promosi seperti iklan offline dan online yang telah dilakukan universitas; upaya pemaparan yang telah dilakukan universitas, seperti kampus, program kunjungan dan mengikuti pameran kampus; dan kupon, diskon juga menawarkan beasiswa yang ditawarkan universitas memiliki pengaruh terhadap keputusan pelanggan. Ini menunjukkan bahwa sebuah universitas dapat mempengaruhi keputusan mahasiswa dengan menggunakan alat komunikasi atau campuran promosi, dengan memastikan bahwa informasi tentang universitas diterima dengan baik melalui elemen campuran promosi.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | promotion mix; advetising; sales promotion; direct marketing; customer decision; Potensi Utama University; Medan. | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Users 18873 not found. | ||||||||
Date Deposited: | 13 Aug 2021 06:43 | ||||||||
Last Modified: | 18 Jan 2022 04:22 | ||||||||
URI: | http://repository.uph.edu/id/eprint/41017 |
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